The health-focused cafe went through a lot of peanut butter each week, adding it to smoothies, protein balls and acai bowls, so he began making it himself in an effort to keep costs down.

Smooth, runny and made of 100 per cent peanuts, Jordan knew he was on to a good thing.

"We started out storing it in jars, but it wasn't really working so we ended up putting it into squeezy bottles," he said.

"You do away with the dirty spoon, reduce the washing up and you can present it a lot nicer that way."

Not only was it a money-saver, but it also led Jordan to pursue a new business venture when Benchmark closed permanently in March due to the pandemic. The result? SqueezyPB, the all-natural, squeezable peanut butter brand that launched last week.

The peanut butter is exactly like the version served at Benchmark, using a recipe prepared in a way that allows for the product to maintain a smooth, runny consistency that is ideal for adding to milkshakes or squeezing over a smoothie bowl or dessert.

"I always wanted to make it into a product but working six days a week in the cafe business, there wasn't a lot of extra time to set something up," Jordan said.

"That's where the idea initially came from."

With the exception of two brands in the US that make squeezable peanut butter, Jordan discovered there isn't much else like it on the market.

"It has surprised me that it's not a 'thing'," Jordan said.

As well as being convenient, SqueezyPB is all about keeping it as "clean" as possible with no additives.

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"There is no extra salt or oil added. We're not going to say it's never oily, never dry. We are trying to get away from that idea. It's natural, so it's going to want to turn back into a peanut eventually, so give it a shake and squirt it on."

The online store went live on Friday and the product is also available at Bolton Street Pantry in Newcastle where Jordan is head chef.

SqueezyPB is a family-owned and operated brand that Jordan has built from the ground up with the help of his wife Tara who handles the marketing and website in between raising the couple's kids, including their third baby who arrived in June.

Together they came up with the cheeky slogan for the brand: squeeze ya nuts.

"It's a bit of fun and we're talking about peanuts, of course," Jordan said.

"We have tried to go with that colourful, fun branding style and get people into enjoying those good, healthy fats."