Tribal Minds

So many oh-so-wholesome peanut spreads forget one thing: peanut butter (even healthy peanut butter) is ENJOYABLE. It’s comfort food and it brings a smile to your face.

We gave Ridiculously Delicious the chance to own ‘fun’ in the natural peanut butter market. That strategy remains our driving thought across all outputs, from packaging and point of sale to website, social media voice, spin-off products and more.

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We’ve also designed the packaging for two sub-brands, taking Ridiculously Delicious to an even wider audience. The first is the Peanut Butter Bar, billed as the ultimate snack for the no-sugar set: an indulgent blend of protein bar and and energy bar. The other is the dainty and delicious collection of mini cookies, the Ridiculously Delicious Peanut Butter Cookie Chips range.

Frequently rated one of Australia’s best peanut butters, Ridiculously Delicious has grown 400 per cent in sales volumes since its launch in 2013. It’s now a multimillion-dollar brand available in more than 300 stores across Australia.

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