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Revamped Peter Pan returns

ConAgra's venerable peanut butter is back on shelf in mid-August with a new look.

Pw 8220 Web Peterpan2

How fast it will fly off shelves is the big question with the return of ConAgra Food's Peter Pan peanut butter to stores starting August 13.

In February, the products were involved in a voluntary recall due to salmonella contamination traced to its Sylvester, GA, facility.

“We’re very pleased to be able to bring Peter Pan Peanut Butter back to the consumers who love it,” says ConAgra Foods' CEO Gary Rodkin. “We’ve ensured the highest levels of safety and quality, and have taken extremely thorough steps to provide a product and brand that consumers can trust completely." Ahead of the relaunch, ConAgra addressed the problems including a $15 million renovation to the plant.

Omaha, NE-based ConAgra is optimistic it will be able to restore annual sales to pre-recall levels of about $150 million sooner than expected, and is looking for a lift from the product packaging to do just that. During the product's absence, ConAgra Foods gave Peter Pan Peanut Butter a packaging makeover that includes a new jar shape, a wider mouth opening, and added graphic elements on the label, including highlighting the changes with copy that boldly states "new look."

More 'pop' and a guarantee

"The label colors have been enhanced with more 'pop'," says spokesperson Stephanie Moritz. "We also took the opportunity to include on the right side an icon that depicts our 100 percent satisfaction guarantee."
ConAgra made the guarantee prominent because it felt so strongly about it, an aspect the company is supporting through a direct-to-consumer campaign. It is a new element for Peter Pan.

The company also made design-related structural changes to jar and lid: The jar is more tapered, and the jar mouth was made wider. ConAgra declines to identify the container maker, the label converter, or the closure supplier.

"We added additional convenience by making the mouth a bit wider to allow consumers to more easily scoop out their favorite peanut butter," says Moritz.

Changes to an iconic brand require a balance between retaining a heritage built up over a nearly 80-year period and modernized updates that address consumers' desires.

"We didn't want to change the packaging too dramatically, but wanted to make it better," summarizes Moritz. "Consumers, as well as retailers, have been eagerly anticipating the brand's return. Our interaction with them has been very positive. We're pleased to be back."

Two varieties are initially available, creamy and crunchy, in 18-, 28- and 40-oz PET jars. Other varieties will be available early next year.

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