The PLANTERS® Brand Through The Years
1900s
1906
Obici, along with his friend and business partner, Mario Peruzzi, founded the PLANTERS® brand Peanut Company in Wilkes-Barre, PA.
1910s
The PLANTERS® brand introduced semitransparent bags that enhanced the freshness and allowed people to preview the peanuts inside.
1913
Obici built his first mass-processing plant in Suffolk, VA.
1916
The MR. PEANUT® character was born when schoolboy Antonio Gentile submitted his sketch to win the PLANTERS® brand contest for a brand icon. A commercial artist later added a top hat, a monocle and a cane.
1918
The PLANTERS® brand first advertised in the Saturday Evening Post, becoming the first roasted nut ever advertised
1920s
1923
The PLANTERS® brand introduced the “Nickel Lunch” campaign, selling one-ounce bags of freshly packaged peanuts for 5 cents.
1928
The PLANTERS® brand Cocktail Peanuts are introduced in an 8-ounce vacuum-sealed can, which later became the signature can.
1930s
The PLANTERS® brand stores opened in cities across the country, including a shop along Atlantic City’s boardwalk.
1937-1938
The first billboard featuring the MR. PEANUT® character appeared in Times Square.
1950s
The first TV commercials featuring the MR. PEANUT® character aired nationwide.
1960s
1961
Standard Brands, Inc. acquired the PLANTERS® brand Nut & Chocolate Company.
1962
The maker of the PLANTERS® brand introduced Dry Roasted Peanuts, oven roasted and seasoned with the PLANTERS® brand proprietary spice blend.
1961-1965
The MR. PEANUT® character was a star attraction at the New York World’s Fair.
1970s
1978
The Peanut Pals organization, a nonprofit group dedicated to collecting memorabilia featuring the MR. PEANUT® character and the PLANTERS® brand, was founded.
1980s
1981
Standard Brands merged with Nabisco to form Nabisco Brands.
1985
The PLANTERS® brand introduced Honey Roasted Peanuts and Cashew Mix.
1990s
1997
The MR. PEANUT® character appeared in the Macy’s Thanksgiving Day Parade®.
1998
The PLANTERS® brand Trail Mix was introduced.
1999
The NUTMOBILE™ vehicle is reintroduced.
2000s
2000
The family of Nabisco brands was integrated into the Kraft Foods business worldwide.
2004
The MR. PEANUT® character earned a spot on Madison Avenue’s Advertising Walk of Fame.
2004
The maker of the PLANTERS® brand introduced NUT-RITION® products, a new line of snack nuts specifically blended to meet important nutrition and wellness needs.
2006
The PLANTERS® brand celebrates 100 years of Fresh Taste.
2010s
2013
The maker of the PLANTERS® brand launches the Power of the Peanut Campaign.
2015
A new NUTMOBILE™ vehicle fleet hits the road.
2015
The maker of the PLANTERS® brand launches Dessert-Inspired Mixes.
2015
Heinz purchases Kraft, forming The KraftHeinz Company.
2016
The MR. PEANUT® character celebrates his 100th birthday.
2020
The MR. PEANUT® character sacrificed himself to save his friends before being reborn as Baby Nut during the Big Game.
2021
The PLANTERS® brand joins the Hormel Foods family of brands.