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Pics' New Smunchy Peanut Butter Is a Cross Between Smooth and Crunchy to Stop Fights at Home

Designed to put an end to the classic 'smooth versus crunchy' debate — or perhaps just throw another spanner in the works.
By Sarah Templeton
August 30, 2022
By Sarah Templeton
August 30, 2022

There's no doubt that New Zealanders are huge fans of peanut butter, meaning in recent years there's been an explosion in the market — who can forget the chilli and biscoff versions from Fix and Fogg, or the recently released PB-infused whisky?

But amongst all these flashy newcomers, the traditional debate over crunchy versus smooth peanut butter reigns. No matter which side of the fence peanut butter-lovers fall on, they defend their choice staunchly — and for the record, we're crunchy fans over here.

Now beloved Nelson-based peanut butter creators Pic's is putting an end to the debate with a new addition to the lineup — or, more likely, just throwing another spanner in the works. Today the team has launched a new product claiming to be the perfect midway meeting point between smooth and crunchy peanut butter.

This combination has led to the fairly ghastly name of 'Smunchy', which promises to "satisfy the peanut butter lovers for whom smooth is too smooth and crunchy too crunchy". We didn't know there was such a market, but if you've been mixing and blending your butters at home to aim for such consistency, it's now available to you to purchase.

Despite the name, it's worth picking up a jar — 50c from every sale will be heading KidsCan NZ. So at least you know you're supporting a great cause, and perhaps satisfying that Goldilocks at home.

Pic's Smunchy will be available at and Peanut Butter World in Nelson for an RRP of $6.99 from Tuesday, August 30.

Published on August 30, 2022 by Sarah Templeton
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