{product} KAPOW your sandwich with WOW Peanut Butters

Peanut butter is one of the things that get me up in the mornings. On hot buttered toast, in a banana smoothie, on my warm oats or simply by the spoonful, it’s just one of those things I simply can’t do without. I recently met a new peanut butter on the block and WOW! was I charmed by both it’s smoothness and crunch!


Look out for WOW! Peanut Butter, an exciting new brand of peanut butter with attractive packaging and a splendid taste at national retailers such as Boxer Superstores as well as independent formal and informal retailers.

One thing is certain – South Africans love peanut butter – and Pietermaritzburg based family business, International Food Group (Pty) Ltd, who is bringing this great new product to South African supermarket shelves, is confident that it will soon be a firm favourite.

According to IFG director, Mohammed Essack, this is a premium product at an affordable price and is in line with the company objective of providing South African consumers with products that can add value (press release).


I was delighted when I was offered samples of the new WOW peanut butters in both the crunchy and smooth variations.  Having said that, I’m very particular about my peanut butters, and I have a little mental checklist that needs to be ticked in full before I spoon it out of the bottle.

Some of my criteria for a good peanut butter includes, but are not limited to, a great crunch, followed by a smooth, full-palate feel, a ridiculously peanutty taste, little oil and a good scoopable consistency. Not too much of a tall order, I think?

The packaging

I was immediately drawn by the almost cartoon-like branding of the WOW peanut butters, in bright primary colours with it’s signature “KAPOW!” pop-art inspired illustration on the front. I’m pretty sure there must be some word play and intertextuality going on with “kapow,” “wow” and “peanut power,” which seems to form part of their slogan. Together with the flying peanuts, it’s actually pretty genius. Peanut butter for superheroes.

The smooth peanut butter is in red branding, and the crunchy version in green branding. For the rest, the branding and labeling aspects are minimal, clean and neat, with only the important bits of information featured.

Yes, we all know I’m a sucker for good branding, and, in my humble opinion – WOW kapow’ed the branding straight out of the park.

The taste test

I’m usually a crunchy girl, but in this case, I’ll do either. Without any further ado – I’m thoroughly impressed with the WOW peanut butters.

I did have my reservations at the beginning, because I did not know the brand and only found minimal information about it online, but it seems to be quite a new product which launched recently in South Africa, which would explain the lack of current information available.

I (obviously!) started with the crunchy version, which was super crunchy and super smooth at the same time. It had that delicious gooey, palate-sticking consistency, and  was loaded full of peanut bits for the ultimate crunch satisfaction. It had no oily layer when I opened the jar, and it wasn’t runny at all; in fact, it was perfectly scoopable and spreadable, even on fresh bread. 

The colour was a deep, rich golden brown and if you closed your eyes, it smelled like a bag of warm roasted red-skinned peanuts – there was nothing artificial about the taste or the smell of WOW peanut butter.

The smooth version was just as indulgent; where it lacked in crunchy bits of nut, it made up with super creaminess. Utterly delightful.

How I eat my peanut butter

Most mornings I make two banana and peanut butter smoothies. I decided to try the WOW crunchy peanut butter in my shakes, which I have for breakfast and lunch. I added one extremely generous tablespoon scoop of peanut butter to my blender and I found my smoothie to have a more intense, earthy, peanutty flavour than before, when I used a different household brand. A great addition to my morning routine!

And just to be super extra, I decided to make peanut butter cookies with my crunchy WOW peanut butter. There’s plenty of recipes online and I just used one of those. You can whip them together with food cupboard basics – it’s that easy and delicious. Store them in an airtight plastic container for up to a week, they make the perfect lunch box fillers, mid-morning snacks or a late afternoon pick me uppers, thanks to the protein punch it packs.

Why peanut butter?

  1. Peanut butter contains at least 7g of protein per 100g serving. Protein is essential for building and repairing muscles.
  2. Peanut butter is a good source of vitamin B-6 which plays a role in over 100 enzyme reactions in the body and ensures that the heart and immune system are healthy.
  3. Peanut butter provides minerals, such as magnesiumpotassium, and zinc. Magnesium is essential for health, playing a role in over 300 chemical processes in the body. Zinc is necessary for immunity, protein synthesis, and DNA formation. Potassium decreases the risk of stroke, lowers blood pressure, protects against loss of muscle mass, preserves bone mineral density and helps prevent kidney stones.
  4. Peanut butter is rich in phosphorous which helps the body build healthy cells and bones and helps cells to produce energy.
  5. The niacin in peanut butter assists with both digestion and nerve function and helps produce energy.
  6. Eaten in moderation and as part of an overall healthful diet, peanut butter may help with weight loss according to several studies. That’s because peanuts help one feel full thanks to their protein, fat, and fibre content.
  7. Peanut butter boosts heart health by providing nutrients such as monounsaturated fatty acids, polyunsaturated fatty acids, niacin, magnesium and vitamin E. Peanut butter has even been likened to olive oil which is a heart-healthy option.
  8. Peanut butter may help manage blood glucose levels.  The American Diabetes Association (ADA) includes peanut butter in its diabetes-friendly diet because it is a relatively low-carbohydrate food with good amounts of fats and protein, as well as fibre.
  9. Peanut butter could reduce the risk of breast disease according to a study in the journal Breast Cancer Research and Treatment which suggests that eating peanut butter and nuts may lower the risk of developing benign breast disease (BBD) which increases the risk of breast cancer.
  10. Peanut butter is a stress buster. It contains the plant sterol, beta-sitosterol. In studies of endurance athletes, beta-sitosterol was shown to normalize high cortisol levels and bring them back into balance with other hormones during stressful times (press release).

In conclusion

Two thumbs up for this wow peanut kapow in a jar. I really hope we’ll be seeing WOW peanut butters in leading retail stores around the country soon, because I’m running very low. This is a premium product meant for all South African families, packed with nutrition and all the good stuff you need to stay healthy and happy. Peanut butter is really a super food with a long list of benefits that is very often overlooked.

Because every household needs a superhero. Peanut power!

For more information kindly contact Mohammed Essack, of International Food Group.
Tel: +27 (33) 332 0973
Mobile: + 27 (83) 786 1091
Email: moe@ifgholdings.co.za

Disclaimer: I was given this product(s) as part of a press drop in exchange for my honest and truthful opinion and review thereof. All thoughts and opinions expressed herein are solely those of The Little Hedonist, given in good faith and in no way influenced by the company or its affiliates. All images, unless otherwise stated/credited, are also my own.




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