Planters doesn't call him him Mr. Pistachio. Or Mr. Walnut. He is Mr. Peanut.
But in recent years, the brand has gone a little nuts for other nuts, including mixes like Nut-rition, which includes everything from hazelnuts and cashews to pecans and macadamias.
But with a new campaign launching Monday, the Kraft Foods Group brand is returning some love to the old-fashioned peanut, albeit spicier and sweeter versions of the classic legume.
The effort -- which of course includes the 98-year-old Mr. Peanut -- plugs the brand's new line of flavored peanuts in varieties including salted caramel, cocoa, chipotle and smoked.
The four trendy flavors, which are hitting stores now, continue an effort that Kraft began last year to seek more respect for the lowly peanut. It began with a campaign launched last August called "Power of the Peanut," which sought to remind consumers that peanuts are packed with protein and contain "six essential nutrients."
While Planters sells a variety of nuts, peanuts were "getting a little bit of the short end of the stick from a news standpoint," said Peter Cotter, senior brand manager for Planters.
The flavored varieties come after competing nut brands -- such as Blue Diamond almonds -- have used varieties such as habanero barbecue and honey dijon to drive new interest. Blue Diamond has even begun selling fruit-flavored almonds that come in varieties including blueberry and strawberry.
Planters has tried flavors before, including recently discontinued peanut varieties such as onion and garlic. But the the new flavor line will get more marketing support than previous attempts, Mr. Cotter said. The formula is also different: The old nuts were flavored prior to roasting, while the new nuts get flavored afterwards, which produces a bolder flavor, Mr. Cotter said.