About Pic's


Pic’s has been exporting Pic’s Peanut Butter to the UK since 2015. Our Peanut Butter is a natural product made from quality peanuts, with no additives except for a small amount of salt – consumers love our signature fresh roast flavour, our clean ingredient philosophy, and our quality focused brand values, which is why we’ve been so popular in the UK.

Pic’s Peanut Butter is more than a really good peanut butter company. Made from freshly roasted hi-oleic peanuts and nothing else except for a pinch of salt in our salted varieties. The New Zealand run family business established in 2007, prides itself on creating high quality, nutritional products. 

Pic’s is internationally recognised for its signature freshness and full-flavour, while boasting incredible health benefits. Pic’s Peanut Butter is NZ’s No. 1 peanut butter and accolades in the UK include Olive Magazine’s No 1 Artisan Peanut Butter, great taste star across the entire range and Men’s Fitness Food Awards.


About Pic’s

Born out of a love for natural peanut butter, founder Pic Picot, was frustrated with the lack of sugar-free peanut butters on the shelves and decided to make his own, remembering the way his mother and auntie used to make real peanut butter from scratch.

“I was fifty-five, going a bit blind (macular degeneration runs in the family) and having had to close my laundromat I choose to bolster my income from selling to focus on selling peanut butter, which I was making out of a concrete mixer. Ever since the beginning, I had a vision of what I wanted Pic’s Peanut Butter to be – a life changing peanut butter that converted even the peanut butter sceptics of the world.” said Pic.

Using 100% hi-oleic peanuts, Pic’s Peanut Butter is made from freshly roasted peanuts and nothing else; no artificial additives, emulsifiers, preservatives, oils or added sugar, only a light pinch of salt in the salted varieties. The hi-oleic peanut, glorified in Pic’s Peanut Butter, is a super food legume that contains a range of nutritious vitamins, minerals and antioxidants and is beneficial for heart health.

Almost 15 years later, Pic’s is still proudly made with love and passion in its hometown of sunny Nelson, New Zealand, available everywhere and you can also find Pic’s stocked in, Australia, Malaysia, Japan, Hong Kong, Singapore, China, UK and the USA.  Pic’s is shipped to mail order customers all over the world. Plus, Pic’s now has it’s own ‘Peanut Butter world’.

Does Pic’s have additional health benefits?

Leading Nutritionist, Emily Hope (BSc, MSc Human Nutrition comments, “What sets Pic’s ahead of the rest is it’s flavour and superior nutritional profile with numerous health benefits. Hi-Oleic runner peanuts are naturally bred peanuts that contain a fatty acid profile similar to olive oil, well known for its numerous health benefits.  Most importantly, they contain a much greater proportion of Oleic acid compared to normal peanuts (75% vs. 55%). Oleic acid is a well-known monounsaturated fatty acid that offers a number of health benefits.  Pic’s Peanut Butter is even more remarkable because it combines the health benefits of these healthy fats along with being a wonderful source of both protein and fibre. A winning nutrition trifecta! Not only this, but it also contains these health-promoting nutrients (and more) in greater amounts compared to regular peanut butter”.


What is Peanut Butter World?

Pic’s Peanut Butter World, the home of all things Pic’s Peanut Butter!

Peanut Butter World isn’t just where we make our Really Good award-winning products, but a specially designed space that allows us to host tens of thousands of Peanut Butter lovers every year in Nelson.

Our world-famous Peanut Butter World tours have been designed so young and old can share in the wonder of how we make NZ’s most loved peanut butter.

How is Pic’s Peanut Butter made?

Pic’s Peanut Butter is ground and sealed within minutes of roasting by our skilled nut-butter making team ensuring Pic’s signature freshness, complex aromas, multi-textural consistency and just-roasted flavour. Pic’s Smooth Peanut Butter is double squished (a Pic’s technical term), to produce a smooth velvety texture and extra punch of intense flavour.


Who is Pic?

When Pic discovered sugar in his peanut butter he went out and bought some peanuts, roasted them and sold his first jar to his 12 year old son's mate who bought it with his pocket money. Even now with losing his sight his ambition is not diminished and he is determined that Pic’s is around for generations to come, and in doing so ridding the world of bad peanut butter.

From a personal point of view Pic is going blind and has a guide dog called Fido. His daughter Amelia is on the Pic’s advisory board as a marketing guru in her own right and Louis, his son, works in the factory in sunny Nelson, New Zealand.

Is Pic’s jar recyclable?

Yes. However, Pic’s jars have been made to encourage re-use first and foremost and are the most requested jar for craft and charitable projects at local schools in Nelson, New Zealand, the home of Pic’s. The labels have been designed to remove easily, either 10 secs in the microwave to soften the glue and an easy peel off or fill the empty jar with hot water and stand for 1-2 minutes. Aside from housing homemade jams, pickles, relishes and preserved lemons; our jars can be re-used for well anything - craft items; truffles, chocolates and biscuits; drinks – both to drink and to store tea bags, coffee and milo; and left over food for the fridge. A favourite with New Zealand’s World of Wearable Arts, Pics lids through to labels have been used in many a fashion creation across the years thanks to our distinctive branding.