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.
