Spotted By Field Agent At Wal-Mart

Chances are pretty good that you have a jar of peanut butter in your cupboard. You might be eating some right now while you multitask at breakfast reading your favourite e-newsletter.

The peanut butter category is quite sleepy with the last big brand intro being Jif some years ago. One of our Agents spotted Planters peanut butter (Smooth & Creamy) on-shelf at Walmart. There are four SKUs listed (both flavours are available in 500g and 1 kg sizes) and they are priced at parity with Kraft products.

An interesting extension from a strong peanut brand – but will consumers go “nuts” for it?

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