Peanut Butter Beyond the Pantry: Why Your Grocery’s Freezer Section Just Got More Exciting

Here at the National Peanut Board, we love “firsts”—the first time that peanut butter was introduced to the American public (1904 St. Louis World’s Fair), or the discovery of the first peanut planted in Colonial America (circa: 1690). That’s why we’re excited to talk about a modern-day first—the new frozen peanut butter snack—Wholly Rollies.

Crazy Richard’s Peanut Butter Co., partnering with the National Peanut Board, recently launched an entirely new category in the freezer section of the grocery store with the introduction of Wholly Rollies frozen protein balls.  

The idea for the new snack began to take shape when Kimmi Wernli, second-generation owner of Crazy Richard’s Peanut Butter Co., wanted to show her children how easy and fun it could be to make nutritious snacks at home. “The store-bought snacks were so convenient, but as a mom, I wanted to have more of a say about what ingredients I put in my kids’ foods,” said Kimmi.

The Wernlis have four children; now ages 13 and 11, and twins, age 8. “We began experimenting with ingredients we had in the pantry and our favorite snack became peanut butter balls using our own brand of peanut butter as the foundational ingredient,” said Kimmi.

“We made big batches and put them in the freezer. But with four kids, they’d be gone in a couple of days,” said Kimmi. “There was also the messiness and stickiness in making them. We were busy, and our kids were busy, and we needed to have quick, go-to snacks on hand.”

That’s how the frozen protein balls, Wholly Rollies, were born. “We want families to be able to conveniently buy nutritious, all-natural snacks, store them in the freezer and pull them out when it’s snack time,” said Kimmi. “Wholly Rollies have just five or six wholesome ingredients to give that homemade touch—without the messy kitchen or messy kids.”

Wholly Rollies come in three flavors; peanut butter and cacao, peanut butter and strawberry and cinnamon oatmeal. All flavors include peanut butter, oats and dates as the primary ingredients, plus two or three other natural items depending on the flavor.

It looks as if Crazy Richard’s Peanut Butter Co. may be on a roll by creating a new freezer-case peanut butter snack. According to Mintel data, peanut snack consumption in the U. S. grew by 11 percent in 2018.

“As we continue gravitating toward snacking, the National Peanut Board is excited to be a part of bringing this new snack to the freezer case. As a delicious, nutritious and portable snack, Wholly Rollies embody everything families are looking for,” said Ryan Lepicier, sr. vice president of marketing and communications for NPB.

Wholly Rollies can be purchased online now at and, starting in April 2019, in major grocery store chains across the United States. Be the first in your community to find Wholly Rollies in the freezer section of your favorite store!

You must be logged in to view this item.

This area is reserved for members of the news media. If you qualify, please update your user profile and check the box marked "Check here to register as an accredited member of the news media". Please include any notes in the "Supporting information for media credentials" box. We will notify you of your status via e-mail in one business day.