Bristol nut butter brand Yumello wants to become No 1 in UK


A planet-friendly peanut butter brand inspired by the people of the Atlas Mountains and born in Bristol, is seeking £300,000 in crowdfunding on Seedrs to develop and grow.

And still with 30 days to go, 93 investors like the taste of their offered investment and have so far committed more than £263,000.

Yumello is on a mission to become the number one nut butter brand in the UK.

The brand was born in 2016, after co-founders Esther Lopez and Omar Elhajji met trekking in the Atlas Mountains. Inspired by their travels through Morocco and the traditional Berber spread eaten in the Atlas Mountains,  their award-winning range of nut butters are all vegan, free from palm oil, gluten, dairy and refined sugar, with no artificial ingredients, and made in CO2 neutral facilities in the UK.

Omar grew up in Morocco and knew some of the paths around his Berber village like the back of his hand, and knew the best way to fuel for a long trek – a delicious blend of roasted almonds and argan oil traditionally known as ‘amlou’, and eaten with almost anything.

Fast forward from selling their first batch at Bristol’s Tobacco Factory Market, they are enjoying annual sales growth of more than 180 per cent year on year and are listed in Ocado, Booths, Holland and Barrett and Amazon.

All their products are vegan, palm-oil free and made in the UK. The company now makes almond butter and crunchy, flavoured, natural and smooth peanut butters.

The traditional Berber spread became the foundation for their nut butters and the Berber people themselves, the real inspiration behind Yumello; their approach to life, their love of nature and hunger for adventure.

The total UK sweet spreads category is worth more than £520m and nut butter is the fastest-growing within sweet spreads – it’s now bigger than jam.

Yumello says its multi-channel distribution strategy aims to deliver diversified revenue growth by selling its range across all key channel verticals. It plans to expand distribution further and grow its direct-to-consumer sales by improving online user experience, building loyalty and basket spend with new products.


*The Atlas Mountains extend some 2,500km across northwestern Africa, spanning Morocco, Algeria and Tunisia, separating the Atlantic and Mediterranean coastline from the Sahara Desert.