A new format is entering the Australian peanut butter category, with the launch of Drizzy, promoted as a 100% natural squeeze peanut butter designed to squeeze and drizzle.

This month, the product will land on shelves at Harris Farm Markets – and will also launch in the US at Sprouts Farmers Market.

Founded in Sydney by now US-based Georgia Park and Jason Spyrides, Drizzy was built to solve a consumer pain point the brand says the category has never addressed: peanut butter’s inability to work the way squeezable condiments like honey do.

The founders spent months testing peanuts, grinding methods, textures and roasts to land on a smooth, squeezable format made from 100% Australian peanuts with a “splash” of peanut oil. There’s said to be no palm oil, added sugar, gums or stabilisers.

“I was constantly complaining to Georgia that no matter how hard I tried, half the peanut butter would end up stuck to the side of my smoothie cup,” says Mr Spyrides. “One morning I said, ‘why can’t peanut butter be like honey?’”

Ms Park says a “lightbulb went off and I thought, wait – why can’t it?”

“We spent the next few months in the kitchen together figuring out how to actually make it happen,” she says. “That’s where Drizzy was born.”

Drizzy is positioned as a clean-label entrant: vegan, gluten-free, dairy-free, with 4g of protein per serve and a short, recognisable ingredients list. The brand has built a loyal following through social-first content since December, driving pre-order sell-through and a first production run that sold out within three weeks of its April direct-to-customer launch.

Drizzy says it has opted to build distribution through e-commerce and independent grocery, led by its new Harris Farm Markets listing, rather than pursue major supermarket listings at this stage. The brand is backed by a capital raise from VC and angel investors, including Reddit founder, Alexis Ohanian. The capital is earmarked for manufacturing scale and further retail expansion in both Australia and the US.

Drizzy retails at $14.95 for a single 550g bottle, or $28.95 for the Drizzy Duo, available now at getdrizzy.co and in-store at Harris Farm Markets.