Planters Gives Peanut Lovers Four New Powerful Ways to “Harness the Power of the Peanut”

Planters Debuts New Salted Caramel, Cocoa, Smoked and Chipotle Peanuts


Monday, May 5, 2014 9:00 am EDT



Harnessing the power of the peanut is a life-changing experience and peanut fans are about to be transformed once again by the formidable, nutritious legume. Planters, America’s leading snack nut brand, and the iconic Mr. Peanut, have introduced four new powerfully delicious peanut flavors including salty-sweet Salted Caramel, indulgent Cocoa, fiery Chipotle and the rugged Smoked.

Planters, known for its more than 100-year-old peanut history, tapped both culinary trends and fan feedback to develop the new sweet and savory varieties that will entertain taste buds while delivering six to seven grams of protein and at least four essential nutrients per serving.

“These delicious flavors are unlike anything Planters has developed for peanuts before,” said Peter Cotter, brand manager for Planters. “While the new six-ounce containers are the perfect size for sharing, we won’t judge snackers for wanting to keep them in their own snack drawers.”

The new peanut flavors will be supported by an integrated marketing effort that builds on the successful “Power of the Peanut” campaign in which Mr. Peanut reaffirms the nutritional, wholesome benefits of the peanut and offers his fans “four new ways to harness the power of the peanut.” In two new TV spots, Mr. Peanut introduces hilarious, real-life situations to showcase how choosing the right peanut flavor can lead to success in any situation. Salted Caramel peanuts help a young business woman confidently prevail in a debate with coworkers, while Cocoa peanuts give a man the courage to indulge in a pedicure with pride.

The campaign, created by TBWA New York, will also include print and digital media. To view the new TV ads and learn more about the new flavors, visit

New Planters peanut flavors are available nationwide in May 2014 in the snacks section of grocery and convenience stores with a suggested retail price of $1.99 for each six-ounce container.

You can learn more about Planters by following Mr. Peanut on Facebook at and on Twitter at @MrPeanut.


Planters 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 Trail Mix blends roasted nuts, delicious fruit and other delicious ingredients to help fuel an active lifestyle.


Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. The company’s iconic brands include Kraft, Capri Sun, JELL-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and Velveeta. Kraft’s 22,500 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit and



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Lynne Galia, 847-646-4538
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Rachel Cooper, 312-854-8901


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