When Erika and Craig Mount introduced their small business to their home state of South Dakota, the two never envisioned the rapid growth they would accomplish.
Nerdy Nuts began in 2018 after the couple returned home to Rapid City from Colorado. The pair had become fond of fresh peanut butter, but discovered there was nowhere in town to grind peanuts.
“We purchased an old-fashioned peanut butter grinder and refurbished it to begin making our own supply,” shared Erika.
The couple sold their creations to friends and family and soon followed suit at craft shows and farmers’ markets.
In 2019, Erika and Craig took a leap, introducing themselves to a new market: inclusions and peanut butter.
“We had dabbled a little bit in the inclusion market by adding cinnamon, pumpkin spice, or brown sugar to it, but it was never like cookies, candies, and things like that,” said Erika.
Keep Up With the Nerds
Instagram: @nerdy_nuts
Facebook: /nerdynuts.sd
TikTok: @nerdynuts
As the 2020 Presidential Elections were taking place, the couple created four flavorful peanut butters reflecting the final four candidates (Bernie Sanders, Elizabeth Warren, Donald Trump, and Joe Biden) favorite treats.
“When we created these peanut butters for the presidential candidates, they all included some sort of candy, cookie, frosting, or cereal,” said Erika.
To gain traction for their new products, the Nerdy Nuts marketing team pushed out press releases to several major news stations across the country.
Fox Business was the first to cover their story.
The partnering show of Fox Business, The Five, covered the patriotic nut butters, and the pair was not prepared for what was to come.
“That was our first taste of viral,” reflected Erika. “We had $25,000 in sales in two and a half days, and at the time it was me and one other person. We quickly had to figure out how to make larger batches and make it easier to fulfill these orders.”
After the influx of sales had settled, Nerdy Nuts released their first inclusion-style line. The Cookie Line featured three cookie-inspired peanut butters: Circus Cookie Peanut Butter Treat, Monster Cookie Peanut Butter Treat, and Chocolate Cookies and Cream Peanut Butter Treat.
When March 2020 rolled around, the duo had to make the important decision of either hanging up their hat or giving e-commerce a shot.
They decided to take the e-commerce route, and found that TikTok was booming and had an idea to give influencer marketing a shot.
“We had done influencer marketing through Instagram, but never through TikTok,” explained Erika. “It was popular with millennials, who are a huge demographic of ours. Then we began reaching out to influencers that we personally liked.”
With the help of this style of marketing, Nerdy Nuts sales increased from $30,000 to $500,000 in just one month.
The innovative peanut butter has captivated the taste buds of thousands across the nation, redefining the way customers consume peanut butter one jar at a time.
“We’ve created a different spin on peanut butter,” proclaimed Erika. “We’ve brought fresh peanut butter to our customers and introduced them to not only a new taste but a new texture, which we call ‘smunchy.’”
More On The Menu
PEANUT BUTTER
» Firecracker Peanut Butter
White chocolate peanut butter blended with sweet strawberry milk flavor, crispy quinoa, and freeze-dried strawberries.
» French Silk Pie Peanut Butter
Milk chocolate peanut butter layered with fluff, crust pie chips, topped with smooth chocolate mallow creme, and chocolate crisp pearls.
» Peanut Butter Dreams
Milk chocolate peanut butter topped with mini Reese’s Peanut Butter Cups and Reese’s Pieces.
» Yogurt Parfait Peanut Butter
Vanilla peanut butter blended with yogurt chips, layered on strawberry sauce, topped with dried blueberries and granola.
ALMOND BUTTER
» Blueberry Lemon Crisp Almond Butter
White chocolate lemon almond butter topped with honey oats, dried blueberries, blueberry sauce, and cinnamon streusel.
» Butter Pecan Almond Butter
White chocolate and vanilla almond butter with brown sugar and caramel sauce, topped with butter pecan pieces.
» Caramel Crunch Pie Almond Butter
Sweet white chocolate almond butter layered on top of Nilla Wafers and chopped Oreos, topped with Ghiradelli caramel sauce and a mound of Butterfingers.
» Orangesicle Almond Butter
Fresh ground white chocolate almond butter with swirls of Orangesicle marshmallow fluff.
Nerdy Nuts’ portfolio of flavors includes Banana Creme Pie Peanut Butter Treat, Birthday Cake Peanut Butter Treat, Strawbalanche Peanut Butter Treat, Avalanche Peanut Butter Treat, Confetti Cake Peanut Butter Treat, and more.
“Peanut butter doesn’t have to be boring. It can be a dessert that you can eat right out of the jar, and that’s what we’re trying to do,” Erika explained. “We’re trying to change the mindset people have and how they eat peanut butter.”
The catalog of exciting flavors all stem from individuals’ favorite desserts. The challenge of creating new flavors and recipes is all part of the fun, says Erika.
Erika, Craig, and their team are also constantly researching various food, cookie, cake, and ice cream trends, and keeping up with things that people genuinely enjoy.
“It’s your favorite dessert, plus peanut butter equals Nerdy Nuts,” said Erika. “People have called us the Ben and Jerry’s of peanut butter.”
The nut butter company is branching out and trying its hand at almond butter and other mixed nut butters.
Their almond butter flavors include Blueberry Streusel Almond Butter Treat, Lemon Creme Almond Butter Treat, Snickerdoodle Almond Butter Treat, and more.
“The basics and foundation of what we started is still what we keep in mind when it comes to our PRODUCTS TODAY.” -ERIKA MOUNT
Nerdy Nuts recently introduced its own storefront in The Gap building in Rapid City called the Nerdy Nuts Experience. Here, customers are able to visit, receive an empty jar, and build their own peanut butter.
Patrons can let their creativity flow through seven different peanut butter bases, Plain, Chocolate, Honey-Roasted, White Chocolate, Dark Chocolate, and Butterscotch, and anywhere between 50 to 70 toppings rotating weekly.
Toppings include anything from candy, cookies, cereal, and sauces to gluten-free and dairy-free options.
“We try to have options for everyone there,” shared Erika.
Customers can mix and match their different bases and toppings, but the main reason for each visit is to create and just have fun.
Creativity doesn’t end with peanut butter. Each jar is given a plain label with a plain signature Nerdy Nuts label, inviting patrons to customize and decorate the labels and name their new tasty creation.
Erika describes the Nerdy Nuts Experience as an immersive experience.
“We try to channel the Disney feel where you don’t feel like you’re in an average space. You feel like it’s somewhere special and like nothing else you’ve ever done,” she explained.
As Nerdy Nuts continues its journey, it looks like there’s no slowing down. New flavors are announced every Sunday at 7 p.m. EST, adding to their collection of over 250 unique flavors of peanut butter.
Every jar is created with love, passion, and a story, shared Erika.
“Every single jar has its own character and tells a story about the product,” she said. “We’re trying to immerse our customers into the Nerdy Nuts’ life with us.”
