Peanut Butter Is Spreading Goodness

Here's the scoop on peanut butter - Canadians are looking for a quick nutritious breakfast and they are going nuts for P.B. in the A.M.! A recent survey by Ipsos-Reid commissioned by KRAFT Peanut Butter* reveals that more than 78% of Canadians eat peanut butter at breakfast. Canadians are peanut butter purists with the majority preferring it on toast, bread or simply on its own.

"Peanut butter consumption is at an all-time high, as more people recognize that peanut butter makes a delicious and highly nutritious, fast and convenient breakfast," says Lori Sugarman, Product Manager, KRAFT Peanut Butter and Fruit Spreads. "Peanut butter provides the energy needed to get through the morning stretch. Peanut butter is an economical source of protein, and supplies many `hard-to-get' vitamins and minerals including vitamin E, folic acid, copper, selenium, magnesium and zinc."

KRAFT Peanut Butter - A Breakfast Favourite

When asked their top three ways to eat peanut butter at breakfast, Canadians identified some new peanut butter trends including peanut butter in milkshakes or smoothies (2%); on fruits and vegetables (6% - bananas are a popular choice); and on pancakes or French Toast (2%). However, the majority of Canadians confirm that classic choices are still the P.B. heroes:

• 54% choose peanut butter on toast at breakfast - the highest percentage comes from Saskatchewan/Manitoba at 67% - women are 8% more likely to eat P.B. on toast than men
• 15% list "on bread" as their fav - the highest percentage of "bread winners" comes from Quйbec at 23%
• 9% are "pure" purists, listing "straight from the jar" as their favourite way to enjoy P.B. at breakfast

Peanut "Better"

Peanut Butter is a healthy breakfast choice for today's busy lifestyle. Providing 6.5 grams of protein, Canada's Food Guide to Healthy Eating lists two tablespoons of peanut butter as equal to one serving from the Meat and Alternatives Food Group. All seven varieties of KRAFT Peanut Butter - Smooth, Light Smooth, Crunchy, Light Crunchy, Extra Creamy, Unsweetened/Unsalted, and 100% Peanuts - are cholesterol free, lactose free, and gluten free, and have been assigned Diabetes Food Choice Values. And to top it off, KRAFT Peanut Butter is a source of monounsaturated ("healthy") fat and five essential nutrients: niacin, thiamine, magnesium, vitamin E, and folacin.

New research also shows peanut butter, as part of a healthy diet, may actually help with weight maintenance.** Scientists believe that the feeling of "fullness" peanut butter brings is the cause.

Allergy Aware

"Peanut butter is a nutritious breakfast or snack, but for a small percentage, eating peanut butter can cause an allergic reaction," according to Ms. Sugarman. "KRAFT and the food industry are highly responsive to the sensitivity of this issue. We are working with the Anaphylaxis Foundation, the Allergy and Asthma Information Association, as well as the government and schools to educate kids and consumers on this important matter."

More than Nutrients - Great Taste Rules!

"While peanut butter is a healthy choice, KRAFT research shows that peanut butter lovers are predominantly driven by taste," continues Lori Sugarman. "At KRAFT we have developed the peanuttiest taste by using only the highest quality peanuts and adhering to strict quality controls."

In a nutshell, the essence of KRAFT Peanut Butter hinges on starting with the very best peanuts. These peanuts are put through three different quality checks and the superior nuts are dry roasted to perfection. After passing through KRAFT's special milling process, the mixture is jarred, cooled and immediately sealed with KRAFT's premium foil flavour seal for unbeatable freshness. This "all or nutting" approach produces the highest quality peanut butter imaginable.

The Scoop on Peanut Butter

To honour our love for P.B., the "nutty" experts at KRAFT offer a healthy serving of peanut butter information:

• A St. Louis, Missouri physician invented peanut butter in 1890 as a protein substitute.
• The peanut is not a nut, but like beans and peas, is a member of the legume family.
• 40% of peanut butter lovers have two or more jars in their pantry.
• KRAFT Peanut Butter does not require refrigeration - keep it in a cool, dry place and periodically check the expiry date on the jar. The only exception is KRAFT's 100% Peanuts Peanut Butter, which should be refrigerated.
• Almost one-quarter of peanut butter lovers enjoy it every day.

Pure Breakfast Fun

With a delicious option to suit every peanut butter taste preference, KRAFT Peanut Butter is spreading goodness at breakfast tables from coast-to-coast. Whether you are a peanut butter purist or a nutty experimenter, KRAFT Peanut Butter provides the ultimate quality to make your breakfast both fun and nutritious.

KRAFT Peanut Butter is a product of Kraft Canada Inc., one of Canada's leading marketers of food products and services with such popular brands as KRAFT DINNER macaroni & cheese, MAXWELL HOUSE Coffee, MIRACLE WHIP salad dressing, JELL-O desserts, KRAFT cheese, KOOL-AID beverages, POST cereals, DELISSIO Rising Crust Pizza and PHILADELPHIA cream cheese.

* A proportionately representative, random sample of 1,000 Canadians were interviewed by telephone between August 14 - 16, 2001 on the Ipsos-Reid Express Omnibus. Results from a sample of this size can be considered accurate to within +/- 3.1%, 95% of the time. All results have been weighted to ensure a proportionate representation of the Canadian population.

** Mattes, R., International Journal of Obesity 2000; 24:1167-75

- 30 -
For more information, please contact:
Michael Baker, Zoл Davies or Holly Beetham at Strategic Objectives Inc.
Tel: (416) 366-7735. Fax: (416) 366-2295
Email: [email protected]