Leading US nut brand Planters is set to enter the travel retail market and owner Kraft Heinz will launch a tailor-made travel range.
Available worldwide from March 2017, the Planters brand will offer retailers “a differentiated product for consumers looking for an alternative snacking option or gifting solution,” according to the brand owner.
Already available in 100 countries, the US$1 billion brand is a household name in the USA and is looking to replicate its broad presence in the travel market.
Variants include Dry Roasted Peanuts, Honey Roast Peanuts and a Protein Mix (peanuts, redskin peanuts, cashews and almonds). A new grab and go range is available in a 120g tube and 240g to 300g multi-bags with a mix of flavours. In the launch period the brand is encouraging retailers to boost product visibility through multiple positionings in the retail environment, including at the main fixture, till point and food-to-go areas.
The launch of Planters will be accompanied by brand ambassador Mr Peanut, a well-known character in the USA, and will feature across all pack formats and flavours. This will be accompanied with the strap-line ‘Deliciously Nut-ritious’ to highlight the range’s nutrition credentials.
Kraft Heinz Marketing Manager Philippe Bernay said: “Our vision is to establish Planters as a leading brand in the travel retail market, which caters to the needs of consumers throughout the day. Whether it’s a pre-flight mid-afternoon snack or quick energy booster for families on the move, Planters will provide to retailers a satisfying range of nuts that offer consumers a tasty snack while travelling.
“Not only will the launch of Planters reposition nuts as a great tasting snack choice, it will also evolve the snacking category in the travel market into one that is driven by innovation and excitement through category enthusiasm and rejuvenation.”
For more information contact: Jacco Douma, Sales & Travel Retail Manager
Tel: +31 30 697 30 52
Mobile: +31 6 1020 8756
Email: jacco.douma@nl.hjheinz.com
