Planters Peanuts makes first steps into beer market

Brand launches IPA-style beer

October 23, 2018

Planters Peanuts, a brand of The Kraft Heinz Co., Pittsburgh and Chicago, launched Mr. IPA-Nut, the company’s first foray into the craft beer market. Citing a study conducted by 1Q from July, 64 percent of men agree nuts are the best salty snack to pair with beer, the company says.

“Mr. Peanut doesn’t want beer drinkers to be without the perfect salty snack, which is why he brought the iconic taste of Planters to an IPA,” said Ashley Tople, marketing director for Planters, in a statement. “Mr. IPA-Nut has a unique citrus aroma with a hint of honey-roasted peanuts followed by a slightly salty finish.”

Mr. IPA-Nut is available in four-packs of 16-ounce cans for a suggested retail price of $9.99. The can features Planters’ long-time icon, Mr. Peanut, and is exclusively available in Illinois beginning Oct. 27, at select stores, and the Noon Whistle Brewery in Lombard, Ill., the company says.

The new brew will be supported by a digital campaign with hashtag #BeerGoesNuts, across Facebook, Twitter and Instagram.

Michael Condon, owner of Noon Whistle Brewing, commented: “It would have been easy to make a great stout or porter with nuts, but Planters wanted to prove that nuts go great with any beer style. Therefore, we took their honey roasted peanuts and made a great IPA that highlights both hops and peanuts.”

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