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Planters Cracks Peanut Butter Category

Category: New Food Products

Product Type: Condiments, Sauces, Dressings & Oils

Manufacturer: Kraft Foods

If you wanted to pick one uniquely American food combination, it would be a peanut butter and jelly sandwich. And an iconic brand in the peanut category is Planters, a brand of Northfield-Ill.-based Kraft Foods Inc. So no surprise mascot/spokesman Mr. Peanut (most recently in the guise of Robert Downey Jr.) wants to encourage adults to think outside their kids' lunchboxes with the launch of Planters Peanut Butter in Creamy and Crunchy varieties. That's a good strategy since Planters peanuts are marketed to adults primarily. Planters had peanut butter from the early 1950s until around 1980, but Kraft Foods did not own the brand then.

Planters Peanut Butter is a nutrient-dense energy source and plant-based protein, providing 10 percent or more of the daily value for seven essential nutrients, including magnesium and antioxidant vitamin E when consumed in the recommended 2 tablespoon serving size.

Peanut butter consumption is growing at a rate of 5-6 percent per year. While most peanut butters are marketed to families with kids, surprisingly adults comprise two-thirds of peanut butter consumption in the U.S., based upon Nielsen data.

"As the reigning nut experts for more than 100 years, peanut butter is a natural extension for Planters," says Triona Schmelter, senior director of enhancers at Kraft Foods. "It's no secret our fans have been asking for peanut butter from their favorite peanut brand. Those peanut butter lovers now have a delicious snack from Planters that can help fuel their active lifestyles."

Planters urges adults to explore the versatility of peanut butter with the help of chef Marcus Samuelsson, who has created exclusive recipes with a contemporary twist for snacking and entertaining. Recipes include Planters Peanut Butter-Chocolate French Toast, Planters Peanut Butter Dipping Sauce with Grilled Chicken Skewers and Planters Peanut Butter Steak Sauce.

Along with Samuelsson's recipes, Planters unveils an animated character "Peanut Butter Doug" -- the dubious and adventurous stunt double of Mr. Peanut (portrayed by actor Kevin Dillon). Identical to Mr. Peanut with the exception of a goatee and aviator sunglasses, "Peanut Butter Doug" is the nut sent in to take the crushes and crashes for Mr. Peanut when he is danger.

Suggested retail price for a 16.3-oz. jar is $2.69 and $4.29 for 28 oz.

Company Information

Website: www.planters.com