TRENOS SiGINT: Now 8 – Fix & Fogg Goes U.S. Wide

JC Analyst: Aug 2025

Signal Summary:

New Zealand's, Fix & Fogg has secured one of the most coveted positions in American retail: eight nut butter SKUs ranged nationally across all Whole Foods Market stores. From a farmers’ market side-hustle in Wellington to 3,500+ U.S. stockists, their rise underscores how small, values-driven Kiwi brands can scale into global grocery giants. The U.S. nut butter aisle is brutal, yet Fix & Fogg has carved out premium territory, powered by sustainability credentials, B Corp status, and bold flavours.

They are even on the International Space Station.

Human Factor:

For American consumers, this is more than peanut butter, this is the idea that food from far-flung New Zealand can be trusted, tasted, and treasured. Whole Foods shoppers, notoriously picky and brand-loyal, are leaning into F&F’s clean ingredients and adventurous jars. For Kiwis, it’s validation that a little business from Wellington can now lay claim to America’s nut butter crown, one jar at a time.

TRENOS Metrics Snapshot

Field	Data Point
Signal	Fix & Fogg secures 8 SKUs in all Whole Foods U.S. stores
Data Point	From 3 products (2021) to 8 nationwide (2025)
TikTok Views	#fixandfogg ~8.5M (est., Aug 2025)
Retail Footprint	~500 Whole Foods stores + 3,500 U.S. retail outlets overall
Ingredient Format	Nut butters (peanut, almond, specialty blends)
Product Range	8 core SKUs at Whole Foods, 12+ globally
Consumer Segment	Premium, health-minded, Whole Foods core shoppers
Brand Origin	New Zealand (Wellington)
Export Status	Active in U.S., Asia, Australia
Trend Classification	Premium pantry staples; clean-label spreads
System Pressure Point	Logistics, supply chain resilience for scale
Speculative Revenue	$10–26m USD/year from Whole Foods alone (based on 2–5 jars per SKU/day @ $7.99 retail, ~45% wholesale return)

PFN NEWS STORY LINK

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