FOOD HERO
Pippa Mu!ay OF PIP & NUT
From a nutty idea to a thriving business, Pippa Murray – founder of Pip & Nut – is taking the world of food by storm, one jar of nut butter at a time. She talks to Food Editor Emma Winterschladen about starting a food company from scratch, the challenges of being a young female entrepreneur and her tips on finding a work/life balance. We also share one of her favourite nut butter recipes.
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t all started with a love of running and a peanut-butter-on-toast addiction. Pippa was training for the Paris marathon a few years ago and found herself eating more and more peanut butter as a post-training snack. ‘Running meant I was looking to eat for fuel, as well as pleasure. But as much as I loved peanut butter as a product, and still do, it just seemed so unnecessary to me that companies used these extra ingredients that add nothing to the taste and are also actually bad for our health.’ It was here the seed was planted to create a nut butter that was not only delicious, but was made using natural ingredients, free from refined sugar and palm oil. ‘My lightbulb moment is hard to pinpoint, but it was definitely when I was out running, which always gives me great headspace to think clearly. I just kept coming back to this idea of a healthier nut butter. I thought to myself: if I don’t do it, someone else is going to!’ With both the sugar tax and environmental implications of unsustainable palm oil now very much
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on both the government and public radar, Pippa’s idea couldn’t have come at a better time. ‘Even since I first had the idea for a nut butter company, the food landscape has evolved so much – and for the better. You’ve got positive change happening from both the top down and bottom up, with governing bodies pushing for big brands to strip out things like palm oil, and a brilliantly strong grassroots movement for healthier eating. As with anything, timing is key, and I think with people becoming more interested in where their food comes from and what’s in it, having a product that uses natural ingredients is really important.’ It’s no longer just in obscure shops that you’ll find premiumquality products like Pip & Nut; the popularisation of ‘eating well’ means quality products are now making it into the mainstream. ‘The fact you can now get things like spiralized courgetti in supermarkets across the country shows they are starting to have their finger on the pulse. Consumers are quite rightly demanding more from their food, which means there are more good-quality food brands emerging. I feel very optimistic about the fact that people are engaging with their food and talking about it more. Increased education around food can only be a good thing, both in the long and short term.’
Pippa’s nut butters are much more than just a faddy health food, offering real health and taste benefits, too. ‘Of course they have benefits – they’re high in protein, which is good for muscle regeneration and gives slow release energy, so you’re not going to get peaks and troughs, especially after exercise. But they can also be used in indulgent ways and, ultimately, they taste absolutely delicious. I wanted it to be about taste first.’ The ‘foodie’ culture in general, above and beyond the world of wellness, is something Pippa takes a lot of joy and inspiration from. ‘I just love street food. Food becomes theatre and you can watch your food being made and actually be a part of the process. We are becoming far more active eaters, no longer just sitting passively in a restaurant.’ Pip & Nut’s gourmet toast bars, hugely popular at food events, bring an element of street food theatricality to her products and give a twist to the nation’s (and Pippa’s) favourite – peanut butter on toast. ‘Our toast bars are a way of letting people interact with the food, which everyone seems to enjoy. It is, I think, symptomatic of
people caring more about what they put into their mouths.’ Pippa’s affinity with street food grew from having spent the early days making and selling jars of nut butter at Maltby Street Market in London each weekend. ‘It was the market research stage for me, and it nearly killed me! I would slog away alone in a commercial kitchen that I hired for up to 12 hours, making jar after jar of nut butter. Then I would be up early at the weekend to sell it.’ But it was a crucial stage that gave her valuable consumer feedback, and an opportunity to perfect her recipes before going fullsteam ahead. It wasn’t until she won a three-month stint living and working in a shed rent-free that Pippa was able to take the plunge, quit her job and devote 100 per cent of her time to her new business. ‘It was a competition with Escape the City [a company that helps people leave unfulfilling jobs] and a pivotal moment for me. It removed my overheads and meant I could dedicate time to setting up a crowdfunding campaign, and then get it all into production.’ Pip & Nut is now 18 months old and enjoying huge success, with fans including Paula Radcliffe.
‘I thought to myself: if I don’t do it, someone else is going to!’
Pippa Murray turned her love of peanut butter into a successful business
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Serves 6-8
cake tin and spread evenly. Wrap the tin with foil and then place in the middle of a large roasting try. Pour hot water around the tin until it reaches halfway up the sides of the cake tin, and then place in the oven to cook for 30 minutes. 4 Chill the cheesecake in the fridge before serving.
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Recipe and image kindly provided by pipandnut.com
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160˚C/325˚C/gas mark 3. In a bowl or blender, crush the digestives and mix with the melted better and pinch of salt. Transfer this mixture into a 30cm-round springform cake tin and pack down evenly over the base. Place in the fridge for 20 minutes or so to set. 2 In a large bowl, beat together the cream cheese, sugar, cornflour and vanilla seeds. Add the eggs and yoghurt, then incorporate the cashew nut butter, honey and drained sultanas.
Additional Nutrition Information Omega 3 EPA, DPA, DHA
For the filling: 500g cream cheese 50g coconut palm or muscavado sugar 1 tbsp cornflour 3 free-range eggs 200g Greek yoghurt 75g runny honey 100g of Pip & Nut honey cinnamon cashew butter 200g sultanas (soaked in boiling water and drained) Seeds from 1 vanilla pod
3 Pour the mixture into the
CONTAINS NATURAL VITAMINS D3 & E
For the base: 300g digestive biscuits 100g melted butter Pinch of salt
Do not exceed the recommended daily dose. Keep out of the reach of young children. Store in a cool place below 25 C
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Recommended daily intake: 12 years + : 1 capsule
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FISH OIL Additional Nutrition Information Omega 3 EPA, DPA, DHA
100g 28g 25g
Made in UK for Paradox Omega Oils Ltd, 207 Belmont Road, BT4 2AG, UK by EuroCaps Ltd Tredegar, Blaenau, Gwent NP22 4EF
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Omega 3 EPA, DPA, DHA Omega 6 Omega 9
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Recommended daily intake: Every 5ml = 12+ Years : 5-10ml (1-2 teaspoons) 1200mg natural One 225ml bottle contains 45 x 5ml portions Omega 3 Do not exceed the recommended daily dose. Keep out of the reach of young children. Pregnant women should consult their doctor before taking any mineral or vitamin supplements. Use within 2 months of opening. For best results shake before use and keep refrigerated. For best before date see bottom flap. Food supplements must not be used as a substitute for a varied g nett and balanced diet and a healthy lifestyle.
with natural Vitamins D3 & E EPA & DHA are essential Omega 3 fatty acids. This means they cannot be manufactured in the body and can only be obtained from your diet or supplementation. Paradox unique and balanced formula from sustainable sourced oil has no additives or concentrates. Paradox is the perfect food supplement to ensure your body obtains these essential Omegas.
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Ingredients: Pure 87% fish oil, pure extra virgin olive oil, pure organic lemon oil, fish gelatine bp, glycerol bp
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Nutrition Information
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VITAMIN D contributes to the maintenance of normal BONES & to the maintenance of normal function of the IMMUNE SYSTEM. The beneficial effect is obtained as Paradox is a source of Vitamin D
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EPA DHA contribute the normal function of the Do not exceed the&recommended daily to dose. HEART. A unique blend of pure Keep out of the reach of young children.
VITAMIN D contributes to the maintenance of effect is obtained with a daily intake of A unique blend of pure The beneficial Use within 2 months of opening. Just squirt & normal BONES & to the maintenance of normal 250mg of EPA and DHA.Omega fish oil with Icelandic For bestSYSTEM. results shake before use and keep refrigerated. Icelandic Omega function fish oil ofwith the IMMUNE mix into food, For best before see bottom DHAdate contributes to flap. the maintenance of normal BRAIN from Spain olive oil polyphenols The beneficial effectSpain is obtained as Paradox is a source olive oil polyphenols from Food supplements must&not as a substitute a varied function to be theused maintenance of for normal VISION. yogurts & of Vitamin D and balanced The diet beneficial and a healthy lifestyle. effect isand obtained with a daily intake of Sicilian lemon oil pure organic and pure organic Sicilian lemon oil smoothies.
205g nett
250mg of DHA. Made in UK for Paradox Omega Oils Ltd, 207 Belmont Road, BT4 2AG, UK by Sterling Pharmaceuticals Ltd, 225mlBirmingham, B12 9DR www.paradoxoil.com
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and easily concealed within Why Choose Paradox? No Fishy ThisAftertaste means they cannot be manufactured in the Why Choose Paradox? Additional Nutrition Information Omega 3 fatty acids are very fragile and when food and yogurts. 100g 2ml and can obtained from your dietdown or they High inbody Omega 3 only fattybeacids Omega 3 fatty acids are very fragile and when No FishyParadox Aftertaste they break are less effective. Omega 3 26g 480mg supplementation. Paradox unique and balanced they break down they are less effective. Paradox Mediterranean EPA, DPA,brings DHA together the best 23g from the 420mg Made from Pure & Natural Vitamin D isacids needed for normal High in Omega 3 fatty formula from sustainable sourced nodiets to create brings together the best from the Mediterranean Omega 6oil 2.6g a unique 48mg andhas Arctic blend growth and development of bone Ingredients Omega 9designed additives or concentrates. Paradox is the perfect and Arcticindiets to create a unique blend designed to be more26g stable for480mg longer. food supplement to ensureRecommended your body obtains daily intake: 6 months - 1 year : 2ml (1 squirt) these essential Omegas. 12+ months : 4ml (2 squirts)
% RI per 100g/ml
100g 3766 KJ / 900 kcal Energy 100g Fat of which 22g Saturates 30g mono-unsaturates 38g polyunsaturates 75ug Vitamin D3 120mg α-TE Vitamin E
essential Omega 3, 6source & 9 offish oilOmega 3 and Vitamin D. The unique formulation
Carbohydrate, protein, salt, sugar in negligible amount
EPA & DHA are essential Omega 3 fatty acids.
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Allergen Advice: See ingredients list in bold
% RI per 100g/ml
Additional Nutrition Information
Sustainable source of oil 2 Capsules 100g
Omega 3 EPA, DPA, DHA Omega 6 Omega 9
30g
600mg
2.4g
48mg
Unique & balanced formula 530mg 26.5g 21g No additives & No420mg concentrates
Recommended daily intake: Children 12 years + : 1-2 capsules Adults : 1-3 capsules
Made from Every Pure & Natural 2 capsules = Ingredients 600mg natural Omega 3
Capsule shell is made from fish gelatine ( halal/kosher ) Do not exceed the recommended daily dose. Keep out of the reach of young children. 96g nett Every 2mltheir squirt contains a unique Pregnant women should consult doctor before taking any mineral or vitamin supplements.
One 105ml bottle contains 52 x 2ml portions
29.7
Made in UK for Paradox Omega Oils Ltd, 207 Belmont Road, BT4 2AG, UK by Sterling Pharmaceuticals Ltd, Birmingham, B12 9DR
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100g 3766 KJ / 900 kcal 100g
Omega 3, 6 & 9 fish oil
1500% 800%
Additional Nutrition Information
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For more information visit: www.paradoxoil.com
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Nutrition Information
Omega 3 fish oil with natural Vitamins D3 & E
For best before date see bottom flap. Food supplements must not be used as a substitute for a varied and balanced diet and a healthy lifestyle.
% RI per 100g/ml
®
Omega 3 fish oil with natural Vitamins D3 & E Ingredients: Pure 80% fish oil, pure extra virgin olive oil, pure organic lemon oil Allergen Advice: See ingredients list in bold
®
Allergen Advice: See ingredients list in bold
22g 35g 34g 75ug 120mg α-TE
®
®
Ingredients: Pure 86% fish oil, pure extra virgin olive oil, pure organic lemon oil, glycerol bp, gelatine bp bovine (Halal/Kosher), lemon oil bp, maize starch Ph.Eur, cellulose, yellow iron oxide, sucrolose.
Energy Fat of which Saturates mono-unsaturates polyunsaturates Vitamin D3 Vitamin E
100g 3766 KJ / 900 kcal 100g
% RI per 100g/ml
Nutrition Information
Nutrition Information 100g 3766 KJ / 900 kcal Energy 100g Fat of which 22g Saturates 28g mono-unsaturates 35g polyunsaturates 75ug Vitamin D3 120mg α-TE Vitamin E
Omega 3, 6 & 9 fish oil with natural Vitamins D3 & E Ingredients: Pure 80% fish oil, pure extra virgin olive oil, pure organic lemon oil Allergen Advice: See ingredients list in bold
Carbohydrate, protein, salt, sugar in negligible amount
Find out more at pipandnut.com
29.7g nett
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EACH LITTLE CHEW CONTAINS A unique blend of pure Icelandic Omega fish oil with olive oil polyphenols from Spain and pure organic Sicilian lemon oil
A unique blend of pure Icelandic Omega fish oil with olive oil polyphenols from Spain and pure organic Sicilian lemon oil
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achieve balance. It’s about moderation, too. I don’t think you should be too strict with yourself and beat yourself up. If you fancy a slice of chocolate cake, have it. It’s important to listen to what your body is telling you, and just be kind to yourself.’
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the business grows. ‘Not working a typical nine-to-five job means it’s hard to fit it all in. I certainly don’t do as much fitness as I used to. For me, it’s about discipline – forcing myself to go to bed and get enough sleep, switching off my phone when appropriate, eating as well as I can, and allocating time for a gym class are all steps I take to try to
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Baked honey cinnamon and cashew cheesecake
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‘The day we got an email from her saying she loved our nut butter was a really proud moment for me.’ But Pippa has faced plenty of challenges along the way. ‘I find other female entrepreneurs so inspiring, because it truly is hard being a woman in the world of business. Food manufacturing – the unglamorous way of saying what I do – is still a very male-orientated industry, generally populated by older men who have a different business style. It can be difficult to hold your own and be convincing. I think women can be naturally more reserved in what they say, and also aim to please. ‘If a woman was to say, “We’re going to be a £30 million brand in five years,” it can be seen as arrogant. Whereas if a guy says that, nobody questions it. It’s the language women tend to use, such as, “We’re hoping to be” or “Maybe we will.” I think it’s so important for women to never belittle what they’re doing or play down their business for fear of coming across as overly confident, because if you don’t have confidence in what you’re doing – or at least make that confidence known – who else will? ‘The whole journey has been a steep learning curve, but I actually think embracing a more feminine touch is a positive thing. We tend to have a different way of doing things, especially in terms of building relationships, and I’ve found it so important to seek out mentors and reach out to brands I love. It’s both motivating and helps you set yourself realistic time-scales, because everything always takes longer than you think. It’s a networking game when you start up, and can be a bit of a slow slog at first. So my advice to anyone looking to launch a business is just to put in the time, be patient, and most importantly, create something you’re passionate about and believe in, because you are going to be investing a lot of time and energy into it.’ Achieving a work/life balance is tricky for Pippa at the moment while
EPA & DHA contribute to the normal function of the HEART.
blend of pure Icelandic Omega fish oil with olive oil organic
The beneficial effect is obtained with a daily intake of 250mg of EPA and DHA.
DHA contributes to the maintenance of normal BRAIN function & to the maintenance of normal VISION.
Store in a cool place below 25 C polyphenols from Spain and pure For best before date see bottom flap. Sicilian Food supplements must not belemon used asoil a substitute for a
Hassle free measured dosevaried and balanced diet and a healthy lifestyle.
The beneficial effect is obtained with a daily intake of 250mg of DHA.
Made in UK for Paradox Omega Oils Ltd, 207 Belmont Road, BT4 2AG, UK
by EuroCaps Ltd Tredegar, Blaenau, Gwent NP22 4EF www.paradoxoil.com High in Omega 3 fatty acids www.paradoxoil.com
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