Launch of Planters Peanut Butter Looks Beyond the Lunchbox

NORTHFIELD, Ill., June 23, 2011 /PRNewswire/ -- Is there anything better than a peanut butter and jelly sandwich?  Planters, America's leading snack nut brand, thinks so and encourages adults to think outside the lunchbox with the launch of Planters Peanut Butter in Creamy and Crunchy varieties.  

(Photo:  http://photos.prnewswire.com/prnh/20110623/NY24695-a )

(Photo:  http://photos.prnewswire.com/prnh/20110623/NY24695-b )

Americans haven't outgrown their peanut butter.  In fact, peanut butter consumption is on the rise growing at a rate of five to six percent per year.  And while most peanut butters are marketed to families with kids, surprisingly, adults comprise two-thirds of peanut butter consumption in the United States.(1)

"As the reigning nut experts for more than 100 years, peanut butter is a natural extension for Planters," said Triona Schmelter, Senior Director of Enhancers, Kraft Foods.  "It's no secret that 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."

Whether as a snack or part of a meal, Planters Peanut Butter is a nutrient-dense energy source and plant-based protein, providing 10% or more of the daily value for 7 essential nutrients, including magnesium and antioxidant Vitamin E, when consumed in the recommended two tablespoon serving size.  

Marcus Samuelsson Serves Up Planters Peanut Butter Adult Style

The classic PB&J sandwich will remain an icon, yet Planters is urging adults to explore the versatility of peanut butter.  To do so, Planters Peanut Butter teamed up with famed Chef/Owner of Red Rooster Harlem, Marcus Samuelsson, to create 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.

"Peanut butter has always been a favorite ingredient of mine to add great taste while helping to fuel my day," said Samuelsson.  "I'm excited to be working with Planters to create unexpected and inspired ways to enjoy Planters Peanut Butter."

Planters "Naturally Remarkable" World Welcomes "Peanut Butter Doug"

Along with Samuelsson's exclusive recipes, Planters Peanut Butter unveils a new animated character.  "Peanut Butter Doug" -- the dubious and adventurous stunt double of Mr. Peanut -- makes his debut in a 45-second, stop-animation online video on the Mr. Peanut Facebook page today.  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" for Mr. Peanut and champion Planters Peanut Butter.

Planters Peanut Butter in Creamy and Crunchy is available in the peanut butter aisle nationwide with suggested retail prices of $2.69 for 16.3 oz and $4.29 for 28 oz. All Planters peanuts meet rigorous USDA quality standards and testing.  

(1) Peanut butter category share and growth calculations based upon Nielsen 3-Outlet Scan Data.

About Planters: Planters, America's leading snack nut brand, has a long history of pioneering industry firsts. This inventiveness is delivered through a diverse portfolio of nutritious and delicious plant-based snacks such as peanuts, cashews, almonds and other nuts. Planters NUT-rition offers a distinctive line of nut mixes that focus on specific nutritional needs. Planters almonds and pistachios are roasted with real herbs and spices, delivering extraordinary flavor. Planters Trail Mix blends roasted nuts, delicious fruit and other wholesome ingredients to help fuel an active lifestyle.

About Kraft Foods: Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Twelve of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and Tang -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

SOURCE Kraft Foods