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?