Sweet Freedom disrupts spreads category with nut-free ‘Hazelnot’

The plant-based spreads category is witnessing a significant innovation breakthrough this Veganuary as Sweet Freedom launches CHOC POT Hazelnot.

In a move that targets the intersection of allergy-safe, health-conscious, and sustainable consumption, the new hazelnut-style chocolate spread offers a "total-market" solution: it is completely nut-free, contains no palm oil, and is devoid of refined sugars.

Launching exclusively with Asda, CHOC POT Hazelnot aims to capture the "sober curious" equivalent of the confectionery world – shoppers looking for the nostalgic indulgence of a classic chocolate-hazelnut spread but without the caloric density or allergen risks associated with category leaders.

The nut-free opportunity in plant-based

‍While the plant-based sector has historically relied heavily on nuts as a protein and fat source, Sweet Freedom is pivoting toward inclusivity. CHOC POT Hazelnot is produced in a dedicated nut-free factory, a critical USP for the UK’s growing population of nut-allergy sufferers and "nut-aware" school environments.

By removing the nut component while retaining the "hazelnut-style" sensory profile, the brand is effectively expanding the addressable market for chocolate spreads, allowing households previously restricted by allergies to re-enter the category.

Fruit-led sweetening

Sweet Freedom continues to differentiate itself through its proprietary sweetening process. Eschewing both refined sugar and high-intensity artificial sweeteners, Hazelnot is naturally sweetened with extracts of apple and carob.

This formulation delivers a competitive edge in the "better-for-you" (BFY) segment:

• Low calorie count: just 15 calories per teaspoon.
• Clean label: zero palm oil and zero refined sugar.
• Versatility: designed for high-frequency usage across breakfast (porridge, toast) and dessert (pancakes, baking) occasions.

Strategic retail partnership

The exclusive partnership with Asda for the Veganuary window highlights the retailer's commitment to diversifying its plant-based "lifestyle" offerings. With an RRP of £3.35, Hazelnot sits in the premium-tier of the spread aisle, appealing to the "flexitarian" shopper identified in recent market data as being willing to pay a premium for high-quality, functional ingredients.

"CHOC POT Hazelnot has been a real labour of love," says co-founder Deborah Pyner. "We wanted to recreate that classic hazelnut-chocolate experience, but in a way that’s totally nut-free, natural, and a little bit lighter. Launching it for Veganuary with Asda felt like the perfect moment – it’s indulgent, inclusive, and shows that better-for-you choices can still taste amazing."

The new SKU joins the brand’s award-winning CHOC POT portfolio, which includes Original and Caramel variants, further consolidating Sweet Freedom’s position as a leader in refined-sugar-free plant-based innovation.

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