Lush Yummy nut butter is an accidental creation, one I’m super proud of.
I stumbled upon the lip-smacking deliciousness of my creation when I decided to drop the ten kilos I’d gained during another fat December holiday in Jeffreys Bay.
I’ve always been a fan of peanut butter, and in recent years, especially that master of peanut butter blends, Thokoman (the red one).
But I wanted to see if it was possible to create my own nut butter; one with slightly more nutritional value.
So I set off for the nut shop, bought three bags of raw ingredients and headed home, where I managed to concoct some or other thing.
I’ll never forget the first time I tasted my accidental masterpiece.
I was standing in the kitchen, my eyes on the two broken blenders on my counter top. Well, one was broken. The other one simply couldn’t handle the pressure I was forcing upon its fragile little body, and was about to clock out.
Both were filled with half-mixed nuts, and the honey nana I’d chucked in along with it.
I had my mother on the phone, trying to schmooze her into lending me her food processor, which a friend had told me I’d need if I were to create a nut butter.
My tiny Korean neighbour was standing nearby.
She stuck her fingers into one of the blenders, scooped some nut butter out and tasted it.
It was when those Korean eyes lit up, like my Japanese vehicle’s lights when I flick them to bright, that I knew there was something special on the counter top.
So I dug my fingers into one of the blenders and lifted a chunk of this crunchy gunk to my mouth.
The moment it entered my face, it blew me away.
This really was a good thing laying upon yonder counter top.
At that stage it was not a refined nut butter yet, but it was something, and it was on its way.
I eventually found a food processor.
It was busted, but it worked, if you wiggled it here and slapped it there.
I processed all the ingredients and, the next day, handed out samples at Green Room, the greatest co-working spot in the world… of Jeffreys Bay.
The feedback was surprisingly positive.
I mean, I like the stuff to the point where I can shovel spoonfuls down my throat.
But I didn’t know what other people would say.
I was pleasantly surprised when some people went as far as to say it’s the best nut butter they’d ever tasted.
And so started the journey.
I want that journey to end in your belly.
From my hand to your mouth.
Lemme feed you.
Let me guide my sticky fingers down your throat and gently tickle the inside of your belly.
Figuratively speaking.
With a nut butter that’s so good, not even Comic Sans can break it.
Unbranding
You’ll notice the logo’s text is in Comic Sans.
In my opinion, it’s the worst font in the world.
I can’t think of a more horrific font than Comic Sans.
That’s by design.
I want people to enjoy Lush Yummy for the product it is.
If the taste does not exceed the brand, I’m not interested in selling this stuff.
You’ll also notice a lack of social media presence.
I just can’t market a product of this grade, that’s not just tasty, but also physically good for you, using platforms that are demonstrably bad for humanity.
If you wanna share Lush Yummy on social, by all means, gopher it.
But what’s better than a share or like is if you actually buy some nut butter.
That shows true commitment to the cause. And to your health.
Slogans / mottos
- A nut butter so good, not even Comic Sans can break it.
- A nut butter that slaps. (Thanks, Hee Ye.)
- Stick your finger into a jar of Lush Yummy nut butter, thrust it into your face and stab your taste buds.
- The stuff in this jar is better than you are.