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	Planters logo, Mr. Peanut, first created by a grade schooler Antonio Gentile in a contest in 1916.
Product type	Peanut
Owner	Hormel Foods
Country	United States
Introduced	1906; 119 years ago
Markets	United States
Previous owners	Kraft Heinz
Website	www.planters.com

Planters Nut & Chocolate Company is an American snack food company now owned by Hormel Foods. Planters is 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.

History

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 the company's first mass production plant and facility there. In 1950, the company created a puzzle called "PLANTERSPEANUTSPUZZLE" and offered prizes for that. ^[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]

In February 2021, Kraft Heinz announced it would sell Planters and its other nuts businesses to Hormel for $3.35 billion.^[4] The transaction was completed on June 7.^[5]

Slogans

Advertising taglines have included:

"The Nickel Lunch!" – peanuts/peanut bars (1930s–1940s)
"Planters is the word for (good) Peanuts." (Various products – 1950s)
"America is Nuts for Planters" (1970s)
"Everybody Loves a Nut!" (1990s)
"Peanut butter with a crunch." (P.B. Crisps – 1992)
"Relax. Go Nuts." (Deluxe Mixed Nuts – 1997)
"Put Out the Good Stuff." (Various products – 2003-2008)
"Instinctively Good." (Various products – 2007)
"Naturally Remarkable." (Various products – 2011)
"Deliciously NUT-RITIOUS." (UK range – 2016)
"Harness the Power of the Peanut"
"A Nut Above" (2021)
"Become One With the Nut"
"It's Nuts How Good They Are"
"The Power is in the Peanut"

Products

Cheez Balls (discontinued and reintroduced in 2018)
Cheez Curls (discontinued and reintroduced in 2018)^[6]
Cocktail Peanuts
Cooking oil
CornNuts (acquired in late 1990s)
Chocolate Covered Cashews
Dry Roasted Peanuts
Dry Roasted Sunflower kernels
Honey Roasted Peanuts
Honey Roasted Cashews
Hot Peanuts
Mixed Nuts
NUT-rition Heart Healthy Mix
Salted Cashews
Salted Peanuts
Salted Redskin Spanish Peanuts
Tavern Nuts (discontinued and reintroduced in 2009)
Smoked Almonds
Peanut Butter
Potato Chips
Salted Caramel Peanuts
Cocoa Peanuts
Chipotle Peanuts
Chili and Lime Peanuts
Sea Salt and Vinegar
Heat Peanuts
Smoked Peanuts
Sweet N' Crunchy Peanuts
Nut Clusters
Sweet N' Spicy

Discontinued

Jumbo Block Peanut Candy (presumably discontinued)
Coconut Balls
Corn Chips
P.B. Crackers
P.B. Crisps (introduced in 1992)
Peanut Butter Chocolates
Peanut Bar
Peanut Butter candies
Peanut Butter Fudge Cookies
Onion Peanuts
Garlic Peanuts
Dry Roasted Cashews
Dry Roasted Peanuts (original version)

International

Planters products in Canada, including Planters peanut butter, are made by Johnvince Foods (JVF Canada), who licenses the trademark from Kraft Canada.^[7] (now Hormel foods).

As of 2016, Planters has launched into the United Kingdom with a range of 14 products under the tagline "Deliciously NUT-RITIOUS". Planters in the UK is made by Trigon Snacks Trading Ltd. at their factory in Aintree in Liverpool.