The peanut butter aisle isn’t usually where you expect to find flavors like habanero or wild espresso. But for Cedarville University alumnus Jesse Mangum and his brother Caleb, standing out was never optional — it was survival.
What began in 2012 as a small farmers' market side hustle in their Souderton, Pennsylvania, hometown has grown into Nutty Novelties, a specialty nut butter brand stocked in nearly 400 stores nationwide — including Giant Food Stores, ShopRite, Wegmans Food Markets and other regional grocers. The products are also sold online, including on Amazon.
From Side Gig to Brand
Nutty Novelties began when Caleb started selling trail mix at farmers' markets under the name ‘The Nut Hut.’ Sales were modest until a mentor encouraged the brothers to turn the trail mix into simple, clean nut butters. Customers quickly responded to the cleaner ingredients and unique flavors.
After being laid off from his corporate job, Caleb faced a defining question: Should he go all in on the business or move on?
“It was time for Caleb to either jump full time into the side gig or find another job,” said Jesse. Caleb chose the leap. The company rebranded as Nutty Novelties and completely shifted its focus to nut butters.
Jesse joined the business after earning a degree in global business from Cedarville University in 2019. His desire was to help his brother expand sales and strengthen daily operations.
Cedarville Preparation
Jesse credits Cedarville with preparing him for entrepreneurship professionally and personally. His degree in global business sharpened the analytical thinking he uses daily for budgeting and planning, while classroom presentations and group work projects strengthened his communication and leadership in sales.
“Cedarville helped build a faith-based foundation for everything,” Jesse said, noting that the university’s Christ-centered education continues to shape the company’s mission and decision-making.
What Sets It Apart
Nutty Novelties nut butters are produced without palm oil, hydrogenated oils or added preservatives. Many flavors are low in sugar or high in protein, offering what the company describes as a healthier alternative to other nut butters. With nearly 20 varieties — including habanero, wild espresso, and butterscotch — the brand emphasizes clean ingredients and creativity.
Retail Growth
Nutty Novelties’ move from farmers’ markets to grocery shelves was gradual and persistent. Early success at local markets gave the brothers proof that customers wanted their product, which helped when approaching retail buyers.
The company’s largest retail partner, Giant Food Stores, began with a single-store trial. After strong sales, placement expanded steadily to approximately 80 locations. Success in one store opened the door to several more.
ShopRite followed a similar pattern. Jesse built relationships with individual store operators and followed up consistently until the product was approved. Today, Nutty Novelties products are on the shelves of 37 ShopRite stores.
Wegmans required additional persistence. After an initial launch in two stores and challenges with product placement, Nutty Novelties did not see immediate success. Jesse kept reaching out, and when a category manager reviewed the nut butters, the brand secured placement in 17 locations beginning in September 2025.
“Most of our retail success came after tons of persistence,” Jesse said. “Just following up in store after store and trying again.”
Challenges and Future
Growth has brought rising costs, limited production space and increased certification requirements. As a result, the company is pursuing Safe Quality Food certifications.
Despite the challenges, the Mangums remain focused on growth and staying true to their values. With Safe Quality Food certification in progress and demand rising for clean ingredients and creative flavors, they are working to scale the business while keeping the same mission that carried them from farmers’ markets to grocery shelves — one jar at a time.
About Cedarville University
Cedarville University, an evangelical Christian institution in southwest Ohio, offers undergraduate and graduate residential and online programs across arts, sciences and professional fields. With 7,265 students, it is among Ohio's largest private universities and is ranked among the nation’s top five evangelical universities in the Wall Street Journal’s 2026 Best Colleges in the U.S. Cedarville is also known for its vibrant Christian community, challenging academics and high graduation and retention rates. Learn more at cedarville.edu.