New Zealand’s award-winning nut butter brand Fix & Fogg has officially landed in the UK, bringing bold flavour, natural ingredients and a spirit of adventure to British shelves.
Launching exclusively with Whole Foods Market from 24th November 2025, the brand is set to shake up Britain’s breakfast tables with its vibrant, flavour-forward range and purpose-driven story.
Founded in Wellington by Kiwi Roman Jewell and Brit Andrea Jewell, Fix & Fogg was born to create something more meaningful – a business built on community, integrity and great taste. What began as a tiny window-serving nut butter bar has grown into an international success story, loved across New Zealand, Australia and the US, and even chosen by NASA astronauts as fuel for space missions.
From the very first spoonful, it’s easy to see why Fix & Fogg has achieved cult status. Every jar bursts with flavour – rich, golden-roasted nuts, perfectly balanced textures and just the right hint of salt. The nut butters are made with premium, natural ingredients and contain no palm oil, no additives and no shortcuts – simply pure, honest craftsmanship in every batch.
The brand’s launch range includes its Smooth Peanut Butter, Super Crunchy Peanut Butter, and Everything Butter – a unique blend of nuts and seeds that’s as good on crumpets and porridge as it is stirred through curries or baked into cookies. RRP for each product is £4.79.
Further flavours, including Pistachio Butter and Smoke & Fire Peanut Butter, will join the UK line-up in 2026.
“Fix & Fogg was created in Wellington with a very simple idea – to make nut butter that tastes incredible and does good,” says co-founder Roman Jewell.
“We’ve always believed that food should make you feel proud – proud of the ingredients, proud of the people behind it, and proud of the impact it has. Bringing that to the UK, with a partner like Whole Foods Market, is a huge milestone for us.”
Fix & Fogg was New Zealand’s first B Corp-certified food business, reflecting its commitment to people, planet and community. The company donates product, time and resources to local charities, operates a circular waste system and continues to innovate with sustainability at its core. Its ethos is summed up in four values: commitment to excellence, community-mindedness, being a force for good, and an unapologetic passion for peanut butter.
The brand’s UK debut is a natural fit for Whole Foods Market, whose dedication to premium quality, responsible sourcing and authentic flavour mirrors Fix & Fogg’s own philosophy.
With more than 80,000 Kiwis living in the UK, the launch also delivers a long-awaited taste of home for the Antipodean community – and an irresistible new discovery for British food lovers looking for something different.
From Wellington to London, Fix & Fogg continues its journey to fuel greatness – one jar, one adventure at a time.
