~ Peanut butter & protein content claim ~
The marketing & nutrition of peanut butter an
interesting FoodPractice?
In f/u of the recent post by Lucas Metsaars (see below for
the link) hereby some of my thoughts.
100% peanut butter
What I noticed is that the 100% claim not present in the Ekoplaza peanut butter category.
The claim is present in regular supermarkets, mainly by
private label and only some by A-brands. Why would this be? Related to trust?
Trust is an important building block for brands regarding its quality.
Variation enormous
Number of SKU's grew heavily the last years with claims around its creaminess, 100% peanuts, peanut pieces and protein content claim.
Will the consumer be able to make a conscious decision in this overload of options?
When will the product life cycle force a decline in number of SKU's?
Bonne Maman (Andros) entered the category, with superior taste? Similar to their access to hazelnut chocolate spread category where they have the highest hazelnut content (20% vs 1-10% for the others). For peanut butter this is not a USP as it (or should) only containing peanuts, but looking at the ingredients list it contains less peanuts, 81%. So I wonder, will this recipe give superior taste?
Peanut butter for pets, a friend recently admitted to eat peanut butter since he gave it to his dog and tried it himself and realized it is tasty. From a positioning point of view interesting to realize that we eat the same as what we give to our pets;-)
Protein fortification peanut butter
In the recent post of Lucas Metsaars several comments questioned the necessity of the protein claim for peanut butter based on fortification as it already contains a considerable amount of proteins.
A front of pack is in my opinion relevant from a marketing communication point of view.
It is a game of perception, I've the impression that many consumers are not aware of the relative high protein content of peanut butter, making this explicit is a way to educate the consumer.
This education of consumer enable them to realize they already have a common food product in their food pattern and perhaps don't need fortified protein products.
It is also a way for the peanut butter brands to tap into the increased attention for protein.
A brief consultation of Perplexity give the impression that standard peanut butter can have a content claim (>12% of energy value where 20+% is what peanut butter have). So I'd say, include protein front of pack;-)
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