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Kween granola butter is a "power packed" spread that looks like peanut butter, but is made with oats, flax, and other wholesome ingredients that make it a nutritional powerhouse. This gluten-free, non-GMO, nut-free spread delivers 4g of protein per serving for the original variety and 7g of protein per serving for the version containing collagen peptides. Low in sugar (with just 3g of sugar per serving) and free of refined sugar, Kween granola butter is much higher in fibre than peanut butter, with 4g per serving. The product "envelops the palette with the flavour of warm, comforting spices" could be served with freshly sliced applies, spread thick over toast, or drizzled on a smoothie. Granola butter is said to taste like an oatmeal cookie. A 10oz jar carries a retail price of $12.95.

55% of consumers in the Asia-Pacific region believe that collagen has a positive impact on health

Tom Vierhile, innovation insights director for GlobalData, says: "Granola is popular as a breakfast cereal and as a snack bar ingredient, but has never been sold as a peanut-butter-like spread before. But that is only part of the 'better for you' health story with Kween granola butter. This product is the first peanut-butter-like spread that is fortified with collagen peptides, an ingredient claimed to improve skin elasticity, reduce joint pain, and improve muscle mass. Beauty-enhancing dietary supplements and drinks are much more likely to contain this ingredient than a food product which adds to the novelty of the launch." 

He adds: "Collagen peptides are beginning to trend as a functional ingredient. According to Google Trends, searches on the term 'collagen peptides' are up more than fourfold since January 1, 2017. Collagen tends to be much more familiar on product labels in the Asia-Pacific region than in the US, and this could be a challenge for Kween granola butter. GlobalData's 2017 Q1 global consumer survey reveals that 55% of consumers in the Asia-Pacific region believe that collagen has a positive impact on health, while just 38% of Americans feel this is the case."

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