Dairy & Cereals Lead Category Innovation for Peanuts, along with Snacks

New peanut products in the dairy category have spiked since the start of 2018. In both the dairy milk and alternative milk spaces, product introductions with peanut ingredients are up 200%, according to data from Mintel. New breakfast cereals with peanuts have increased 50%.

Dairy, non-dairy and cereal

In the alternative milk space, Elmhurst™ Milked Peanuts™ and Milked Peanuts Chocolate rolled out earlier this year. According to Mintel panel data, 34% of consumers reported they would likely or definitely buy the new product, outperforming the subcategory.

In the yogurt case, Dannon introduced a new flavor to its Greek yogurt brand. Oikos Protein Crunch Vanilla Yogurt with Chocolate Oats & Peanuts with 17 grams of protein and 6 grams of fiber. The product joins a variety of yogurt brands adding peanut and peanut butter flavors, including Chobani Flips and Yoplait Girl Scout cookie flavors.

Peanut milk can top off several new breakfast cereals including Peanut Butter Crunch from Kashi Go Lean. “Say hello to our peanut buttery friend who is the perfect addition to our GOLEAN family,” according to the company. “It’s got plant-powered nutrition with 10g protein and 6g fiber, not to mention great-tasting, crunchy clusters bursting with peanut butter goodness. This cereal is the best of both worlds and might just become your new favorite.”

In hot cereals, Gluten Free Bar (GFB) has introduced PB&J Power Breakfast positioned as “oatmeal but better.” The product has 9 grams of protein, contains no added sugars and is packaged in a convenient, recyclable pack made from sustainable sources.

Snacks on snacks on snacks

On the snack aisle, Kraft Heinz has introduced new Planters Crunchers, crispy coated peanuts in four flavors: sea salt & black pepper, hot & spicy, mesquite barbeque and cinnamon brown sugar.

Another peanut-powerhouse, Jif, has launched a new product line called Power Ups aimed at busy moms and kids. The brand features multiple peanut buttery-flavors of chewy granola bars and creamy granola clusters, including chocolate, banana, apple cinnamon, salted caramel and strawberry.

Trader Joes announced the launch of These Peanuts Go on a Date Bars. “When we introduced a handful of chopped, dry roasted peanuts to a dollop of date paste, sparks flew instantly,” according to a company blog post. “We then added a bit of peanut butter, flaxseed meal, and sea salt to the milieu, kicked up our heels, and watched an epic, snack-time romance unfold.”

Sweet future

We’re expecting additional innovation in another perennial top category for peanut product introductions—sweets. After a successful launch of white chocolate M&Ms last year, Mars is promoting white chocolate peanut M&Ms for the fall. In addition, M&Ms is launching another campaign asking consumers to vote for their favorite new peanut M&Ms flavor: raspberry, mint and espresso. 

Multiple categories rely on the flavor, texture and versatility of peanuts, peanut butter, peanut powder and peanut oil. As the dairy and cereal categories lead the way for the first half of 2018, the rest of the year is wide open for innovation.

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