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Planters

Planters is an American snack food company known for processed nuts and its iconic Mr. Peanut mascot. The company was founded in 1906 in Pennsylvania by Italian immigrant Amedeo Obici and focused on quality roasted peanuts. In 1916, a grade school student named Antonio Gentile designed Mr. Peanut for a contest. The company has changed ownership several times over the decades and is now a division of Kraft Heinz based in Chicago.

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149 views

Planters

Planters is an American snack food company known for processed nuts and its iconic Mr. Peanut mascot. The company was founded in 1906 in Pennsylvania by Italian immigrant Amedeo Obici and focused on quality roasted peanuts. In 1916, a grade school student named Antonio Gentile designed Mr. Peanut for a contest. The company has changed ownership several times over the decades and is now a division of Kraft Heinz based in Chicago.

Uploaded by

Arjay SteamPlays
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Planters is an American snack food company, a division of Kraft Heinz based in Chicago, Illinois,

best known for its processed nuts and for the Mr. Peanut icon that symbolizes them.[1] Mr. Peanut
was created by grade schooler Antonio Gentile for a 1916 contest to design the company's brand
icon.[1] The design was modified by a commercial artist and has continued to change over the years.

Contents

 1History
 2Slogans
 3Products
o 3.1Discontinued
 4International
 5Vegetarian concerns
 6Gallery
 7References
 8External links

History[edit]

Planters Nut & Chocolate Company advertisement in the Saturday Evening Post, 1921.

Planters was founded by Italian immigrant Amedeo Obici in Wilkes-Barre, Pennsylvania. He started


his career as a bellhop and fruit stand vendor in Scranton, Pennsylvania. Obici later moved to
Wilkes-Barre, opened his own fruit stand, and invested in a peanut roaster. Obici turned peddler
within a few years, using a horse and wagon, and calling himself "The Peanut Specialist". In 1906,
Obici entered a partnership with Mario Peruzzi, the soon to be owner of Planters. Peruzzi had
developed his own method of blanching whole roasted peanuts, doing away with the troublesome
hulls and skins; and so with six employees, two large roasters, and crude machinery, Planters was
founded. Amedeo Obici believed that prices and first profits were as important as repeat business,
focusing his operation on quality and brand name for continued success. Two years later, the firm
was incorporated as Planters Nut and Chocolate Company. By 1913, Obici had moved to Suffolk,
Virginia, the peanut capital of the world, and opened Planters' first mass production plant and facility
there.[2] It was acquired by Standard Brands in 1960. In 1981, Standard Brands merged with Nabisco
Brands, which was acquired by Kraft Foods in 2000. Kraft subsequently merged with the
H.J. Heinz Company to form Kraft Heinz in 2015.[3]
On January 22, 2020, Planters released a teaser for its Super Bowl LIV commercial featuring Mr.
Peanut with Wesley Snipes and Matt Walsh. The trio were shown hanging onto a branch after
accidentally driving the Nutmobile off a cliff, with Mr. Peanut electing to let go and fall to his
presumed death, and the Nutmobile on the ground suddenly exploding. The company's social media
outlets declared Mr. Peanut to have died, although a company spokesperson told Advertising
Age that they had not ruled out the scenario being a comic book death. However, Planters pulled the
ad and the marketing for it five days later after the death of Kobe Bryant.[4]

Slogans[edit]

Planters Peanut Bar

Advertising taglines have included:

 "The Nickel Lunch!" – peanuts/peanut bars (1930s–1940s)


 "Planters is the word for (good) Peanuts." (Various products – 1950s)
 "Peanut butter with a crunch." (P.B. Crisps – 1992)
 "Relax. Go Nuts." (Deluxe Mixed Nuts – 1997)
 "Put Out the Good Stuff." (Various Products – 2003)
 "Instinctively Good." (Various Products – 2007)
 "Naturally Remarkable." (Various Products - 2011)
 "Deliciously NUT-RITIOUS." (UK range - 2016)
 "Harness the Power of the Peanut"

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