Planters, the number one nut brand in the US, is entering the UK as the second launch under the Kraft brand portfolio since the Kraft Heinz merger last summer. Following an initial launch in Asda in May, Planters is available to all retailers from this month.
The launch includes the arrival of brand ambassador Mr Peanut. Having recently celebrated his 100th birthday in America, Mr Peanut will be accompanied with the strapline ’Deliciously Nut-tricious’ to highlight the range’s nutrition credentials.
Planters Core selection (Dry Roasted, Lightly Salted Peanuts with 25% less salt, Salted Cashews and Salted Peanuts & Nut Mix), is British baked and roasted. Complementing this is a collection of full-on-flavour peanuts (Chilli & Lime, Honey Roast and Peri Peri) created for the Big Night In opportunity. Then there’s the Planters Health range: Energy Mix (almonds, chocolate covered honeycomb, brazil nuts, walnuts and peanuts), Health Mix (peanuts, cashews, almonds and cranberries) and Protein Mix (peanuts, redskin peanuts, cashews and almonds). Catering for consumers looking for a substantial snacking solution, the Health range does not include any artificial coatings or flavours. Planters Trail Mixes offer a "perfectly matched sweet and savoury nibbling option" in Nut & Chocolate, Fruit & Nut and Nuts, Seeds & Raisins varieties. Planters Breakfast Mix is a standalone product designed to tap into consumer demand for satisfying breakfast options. It’s a mix of cranberries, granola, almonds and yogurt-coated cranberries.
The new range is available in a variety of pack formats to meet consumer snacking needs, including resealable sharing bags and handy single bags. Kraft Heinz will encourage retailers to boost product visibility through multiple-sitings including at the main fixture, till point and in the food-to-go area.
The launch will be supported by a high-profile consumer PR campaign from this month which will include social media, as well as in-store support for retailers such as sampling. A TV campaign will follow in September.
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