What Fix & Fogg does

Fix & Fogg is a privately held New Zealand artisan nut butter company founded in 2016 by Roman and Andrea Jewell in Wellington. It manufactures and sells a portfolio of premium peanut, almond, cashew, and pistachio spreads — including signature lines such as Super Crunchy Peanut Butter, Smoke & Fire Peanut Butter, Everything Butter (an 8-nut-and-seed blend), Choc Nut Butter, and the 2024-launched Sweet & Smooth Pistachio Spread — across single jars (275g–750g), bulk 2kg–4kg pails, and 275g squeeze pouches. Products retail from $6.99 to $31.99+ and have accumulated industry recognition including Gold NZ Artisan Awards 2024.

The company's go-to-market is a direct-to-consumer e-commerce model via its own Shopify storefront, supplemented by a global retail stockist network accessed through a store-locator tool, plus limited promotional supply arrangements such as the NASA/ISS partnership on SpaceX Crew-8. Revenue is generated entirely through one-time product sales across these channels. The company operates with a content-led marketing approach (Journal, recipes, Famous Fans, PB Pals community) and a KidsCan charitable partnership in which 50 cents per Fruit Toast jar supports Kiwi children. Fix & Fogg is bootstrapped, founder-controlled, and serves health-conscious consumers and food enthusiasts seeking premium, clean-label nut butters with differentiated flavor profiles; no headcount, revenue, or external funding figures are disclosed in the available material.

Name

Fix & Fogg

Legal name

Fix & Fogg

Website

https://fixandfogg.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Fix & Fogg is a New Zealand-based artisan nut butter company founded in 2016 that designs, manufactures, and sells premium peanut, almond, cashew, and pistachio spreads via its own e-commerce site and a global network of retail stockists, serving health-conscious consumers and food enthusiasts.

Ownership category

akta.pro rank

Product category

Nut Butter / Specialty Food Spreads

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Nut & Seed Spreads Manufacturing (Peanut, Almond, Tahini) (AFAKADAJ)

akta.pro secondary industry

Nuts Processing & Roasting (AFAKAIAF)

Keywords

• Artisan nut butter
• Premium peanut butter
• Specialty nut spreads
• Gourmet almond butter
• Natural food spreads

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: Fix & Fogg generates revenue through direct sales of nut butters and spreads via their e-commerce website and through retail stockists globally. Products are sold in various sizes from single jars to bulk pails (2kg-4kg), with pricing ranging from $6.99 for pouches to $31.99+ for bulk pails.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Fix & Fogg is a New Zealand artisan nut butter company that manufactures and sells premium spreads including peanut butters (Super Crunchy, Smooth, Smoke & Fire, Dark Roast, Protein, Choc Nut Butter, Fruit Toast), almond butters (Crunchy, Smooth, Almond Everything), cashew butter, pistachio spread, and the multi-nut Everything Butter. Products are sold directly to consumers via an online storefront and through a global stockist network in jars (275g-750g), bulk pails (2kg-4kg), and on-the-go squeeze pouches.

Product overview

Fix & Fogg is a New Zealand artisan peanut butter and nut butter company offering a diverse portfolio of spreadable nut products. The core product line centers on peanut butters (Super Crunchy, Smooth, Smoke & Fire, Dark Roast, Protein, and Choc Nut Butter) complemented by almond butter variants (Crunchy Almond, Smooth Almond, Almond Everything Butter), cashew butter, and specialty spreads including Everything Butter and Pistachio Spread. Products are available in multiple formats including standard jars (275g-750g), bulk pails (2kg-4kg), and on-the-go squeeze pouches. The company also produces limited-edition seasonal offerings like Fruit Toast Peanut Butter. The portfolio positions the company as an innovative artisan food brand, with notable achievements including NASA space food supply and multiple NZ Artisan Awards.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Crunchy Peanut Butter Award-winning extra-crunchy peanut butter, the company's flagship product, available in 375g and 750g jars, positioned for peanut butter enthusiasts seeking premium texture.
• Smooth Peanut Butter Classic smooth peanut butter made with peanuts and New Zealand sea salt, available in 375g and 750g jars, for consumers seeking a traditional smooth spread.
• Smoke & Fire Peanut Butter Spicy peanut butter with cayenne chillies, paprika, and mānuka smoke delivering a smoky chilli kick, in a 275g jar, positioned as a cult-favorite flavor innovation.
• Choc Nut Butter Chocolate peanut butter spread made with real chocolate, vegan-friendly, positioned as a nutella-style alternative in a 275g jar.
• Everything Butter Multi-nut and seed butter containing 8 varieties (peanut, almond, hemp, pumpkin, chia, sesame, sunflower, flaxseed), available in 275g and 500g sizes, for consumers wanting a single spread with diverse nut and seed nutrition.
• Crunchy Almond Butter Golden roasted crunchy almond butter available in 275g and 500g sizes, for almond butter enthusiasts who prefer a textured spread.
• Smooth Almond Butter Smooth golden roasted almond butter in a 500g jar, for consumers preferring a smooth almond spread.
• Almond Everything Butter Almond-based variant of the Everything Butter containing multiple nuts and seeds, available in 275g, winner of an NZ Artisan Award.
• Creamy Cashew Butter Smooth and creamy cashew butter in a 275g jar, for cashew butter consumers.
• Sweet & Smooth Pistachio Spread Sweet and smooth pistachio spread with notes of white chocolate in a 275g jar, marketed as a dessert-style pistachio spread.
• Dark Roast Super Crunchy Peanut Butter Dark roast variant of the Super Crunchy Peanut Butter with a more roasted flavor profile, in a 275g jar.
• Protein Peanut Butter No Salt Crunchy High-protein peanut butter with 30% plant protein from pea and hemp protein, no salt added, crunchy texture, in a 750g jar.
• Fruit Toast Peanut Butter Limited edition seasonal peanut butter with fruit toast flavoring in a 275g jar, with 50c per jar donated to KidsCan to support Kiwi children.
• Easy Squeeze Peanut Butter Pouch Convenience-format squeeze pouch of peanut butter in 275g size, available in Smooth or Crunchy variants, for on-the-go consumption; winner of Gold NZ Artisan Awards 2024.
• Nut Butter Pail Bulk-size container of Fix & Fogg nut butter available in 2kg or 4kg sizes, with Crunchy Peanut Butter, Smooth Peanut Butter, Everything Butter, Smoke & Fire Spicy Peanut Butter, and Almond Butter variants, for families and small businesses needing larger quantities.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered flagship and core.

• NASAflagshipStrategic or Co-development Partner · 1 January 2024Fix & Fogg became the first New Zealand food brand to venture into space with NASA. Products were specially selected and sent to the International Space Station for astronauts on SpaceX Crew-8 mission. This landmark partnership received a special request from NASA astronauts and marks a monumental moment for the brand.
• KidsCancoreStrategic or Co-development PartnerFix & Fogg is an Associate Partner of KidsCan, a charitable organization supporting Kiwi children. For every Fruit Toast Peanut Butter jar sold, 50c is donated to KidsCan. This partnership demonstrates the company's commitment to social impact and supporting underprivileged children in New Zealand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NuttZo: Multi-nut and seed butter brand (offering blends of 7+ nuts and seeds) positioned around health and clean ingredients — directly comparable to Fix & Fogg's Everything Butter and super-blend positioning.
• Barney Butter: US almond butter specialist offering flavored and bare almond butters via DTC and retail; comparable to Fix & Fogg's almond butter range with similar premium and clean-label positioning.
• Justin's: US-based premium nut butter brand (owned by Conagra) offering peanut, almond and cashew butters in jars and squeeze pouches with adventurous flavor profiles — the closest direct competitor to Fix & Fogg's premium, flavor-forward positioning.
• Pic's Peanut Butter: New Zealand-based artisan peanut butter brand with comparable home-market positioning, DTC storefront and range of flavored peanut butters; the closest geographic peer and direct head-to-head competitor in NZ retail.
• American Dream Nut Butter: Small-batch US artisan nut butter brand with flavor-forward SKUs and a DTC-led model — closely comparable scale and category to Fix & Fogg's artisan, premium positioning.

Broad incumbents

• Skippy / Jif (Smucker/Hormel): Mass-market peanut butter incumbents that compete with Fix & Fogg on the same retailer shelves; relevant for benchmarking pricing tiers and category dynamics, though positioned far below Fix & Fogg on premium.
• MaraNatha: Established natural nut butter brand under Hain Celestial offering peanut, almond and cashew butters in mainstream grocery — a broader incumbent competing in the same shelves as Fix & Fogg with significantly larger scale.
• Santa Cruz Organic: Smucker-owned organic peanut and nut butter brand with clean-label positioning across mainstream retail channels — comparable purpose-led, organic-leaning positioning but operating at significantly larger scale.

Emerging players

• Soom Tahini: Premium tahini/seed-spread brand with similar DTC-led, premium clean-label positioning targeting gourmet consumers — comparable as a smaller adjacent seed/spread peer rather than direct nut butter competitor.
• RXBAR (RX Nut Butter): Kellogg-owned protein-forward nut butter brand; comparable ingredient-conscious and limited-ingredient positioning targeting health-conscious snackers, though anchored in bar/broader nutrition portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/fixandfogg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fix & Fogg