Justin's Invites Consumers to Reclaim Crunch Time with Launch of New Classic Crunchy Peanut Butter and Peanut Caramel Nougat Chocolate Candy Bars

Rhea-AI Summary

Justin's, a leader in nut butters and organic chocolate treats, announced three major product launches for 2025. The company will introduce Classic Crunchy Peanut Butter nationwide in April, targeting the growing crunchy peanut butter segment which represents over 50% of peanut butter buyers. The product will be available in 16 oz jars ($5.89-$6.29) and 28 oz jars.

Additionally, Justin's is launching Peanut Caramel Nougat Chocolate Candy Bars in both Dark and Milk Chocolate varieties, available in single-serve bars ($2.29-$2.49) and multi-serve pouches ($6.49-$6.99). The company is also expanding into the frozen category through a partnership with Rudi's Rocky Mountain Bakery to introduce Sandos, frozen pocket sandwiches featuring Justin's Classic Peanut Butter, priced at $7.99 for a four-pack.

Positive

• Expansion into new product category (frozen foods) through Rudi's partnership
• Peanut butter sales growing faster than category average
• Targeting 50%+ market share of peanut butter buyers who prefer crunchy variety
• Multiple price points and size options across new product lines

Negative

• Higher price point compared to traditional peanut butter brands
• initial distribution channels

Insights

Consumer Packaged Goods Analyst

Justin's expansion into three new product categories signals Hormel Foods' (HRL) strategic diversification within its high-growth specialty foods portfolio. The new Classic Crunchy Peanut Butter targets a significant market opportunity, with over 50% of peanut butter shoppers preferring crunchy varieties - a segment where Justin's had been notably absent until now.

This product expansion leverages Justin's existing brand equity while addressing current consumer demand for premium, clean-label products. The company's claim that its peanut butter sales are outpacing category growth suggests these innovations could drive incremental revenue in the competitive nut butter space.

The licensing partnership with Rudi's Rocky Mountain Bakery to enter the frozen food category represents a significant strategic pivot. By extending into frozen sandwiches, Justin's gains access to new retail space and consumption occasions, potentially increasing household penetration and purchase frequency.

Similarly, the Peanut Caramel Nougat Chocolate Candy Bars position Justin's to compete more directly with conventional candy brands while maintaining its premium, organic positioning. This move capitalizes on the brand's existing strength in natural nut butter cups, where it holds category leadership.

These launches collectively represent Hormel's effort to accelerate growth in its specialty food brands amid challenging conditions in its traditional meat business. For investors, the key metric to watch will be whether these innovations can achieve meaningful scale and margin contribution within Hormel's broader portfolio.

CPG Marketing Strategist

Justin's multi-category expansion demonstrates a sophisticated brand extension strategy that maintains core brand equities while exploring new growth vectors. The entry into crunchy peanut butter addresses a fundamental portfolio gap that had likely been limiting the brand's total addressable market.

The pricing strategy for the new crunchy peanut butter ($5.89-$6.29 for 16oz) maintains Justin's premium positioning, approximately 40-50% above conventional peanut butter brands. This pricing architecture preserves margin structure while promising incremental category growth through premiumization rather than volume-driven competition.

The chocolate candy bar launch represents a calculated move into adjacent indulgence categories where clean-label credentials can command price premiums. By offering both single-serve ($2.29-$2.49) and multi-pack formats ($6.49-$6.99), Justin's is targeting both impulse purchase and planned consumption occasions.

Perhaps most significant is the Rudi's partnership for frozen sandwiches, which represents category expansion through co-branding rather than internal development. This capital-light approach to innovation leverages existing manufacturing expertise while minimizing investment risk for Hormel.

For HRL investors, these moves reflect the company's attempt to accelerate growth through brand extensions within its Grocery Products segment. The strategic focus on premiumization rather than commoditization aligns with Hormel's broader portfolio strategy of emphasizing higher-margin specialty brands to offset pressure in commodity protein businesses.

Justin's is thrilled to also announce expansion into the frozen category this summer through a licensing partnership with Rudi's Rocky Mountain Bakery to rollout Rudi's Sandos made with Justin's® Peanut Butter

BOULDER, Colo., March 3, 2025 /PRNewswire/ -- Justin's, a category leader known for spreading goodness with delicious nut butters and USDA-certified organic chocolate treats, today announced it is expanding its nutty lineup with a one-of-a-kind crunch never before offered by the brand. Hitting store shelves nationally starting in April, Justin's® Classic Crunchy Peanut Butter answers the demands of peanut butter shoppers looking for a delightful crunch and mindfully-sourced ingredients. The brand is also excited to expand its lineup of USDA-certified organic chocolate treats with Justin's® Peanut Caramel Nougat Chocolate Candy Bars, a permissible indulgence made with simple ingredients consumers can feel good about.

"At Justin's, we're nuts about crafting delicious nut butters made with simple, mindfully-sourced ingredients. That's why we're excited to now offer fans Classic Crunchy Peanut Butter, a key item that can drive growth in the peanut butter category," said Jenny Burns, senior director of brand equity at Justin's. "Adding to our new products launching this spring, our new Peanut Caramel Nougat Chocolate Candy Bars provide a swap to traditional chocolate candy bars and the rich, delicious taste that chocolate lovers crave."

Justin's® Classic Crunchy Peanut Butter is Finally Here
Expanding Justin's portfolio beyond its beloved classic peanut and almond butters, Justin's® Classic Crunchy Peanut Butter is a no-stir, crunchy option featuring the brand's signature one-of-a-kind grind. The crunchy peanut butter provides a high-quality, simple ingredient option that is Non-GMO Project Verified, Pollinator-friendly, certified gluten-free and kosher.

Across all retailers, more than 50% of peanut butter buyers purchase crunchy peanut butter.¹ Justin's peanut butter sales are currently growing at a faster pace than the category², providing an opportunity for the brand to help drive incrementality in the crunchy set by leveraging its strong brand equity in nut butters.

Fans can enjoy this nutty spread atop toast, apples, and so much more, all while feeling good that it's made with the same high standards as Justin's entire portfolio. Justin's® Classic Crunchy Peanut Butter will begin to hit shelves this spring. The new spread will be available in 16 oz jars this spring with an MSRP of $5.89–$6.29, depending on the retailer, and in 28 oz jars this summer (MSRP to come).

Justin's® Peanut Caramel Nougat Chocolate Candy Bars Provide a Permissible Indulgence 
Justin's is a leader in natural nut butter cups³, and is excited to leverage this leadership position to launch Justin's® Peanut Caramel Nougat Chocolate Candy Bars that offer consumers a nostalgic chocolate candy made with simple ingredients. The candy bars are USDA-certified organic and Non-GMO Project Verified, and will be available in two varieties, Dark Chocolate Peanut Caramel Nougat and Milk Chocolate Peanut Caramel Nougat. To satisfy all cravings and times of need - from a moment of relaxation to crunch time - the bars will be offered in both 1.4oz single-serve bars with an MSRP of $2.29-$2.49, and 4.2oz multi-serve pouches with an MSRP of $6.49-$6.99, containing six individually-wrapped, fun-size bars. The Justin's® Peanut Caramel Nougat Chocolate Candy Bars will begin to hit shelves this summer.

Rudi's Sandos made with Justin's® Classic Peanut Butter Delight Peanut Butter Lovers of All Ages 
Justin's is thrilled to announce a partnership with Rudi's Rocky Mountain Bakery for the launch of Sandos, a frozen pocket sandwich, featuring Justin's® Classic Peanut Butter. Made just like you would at home with Rudi's Organic Bread, the new Sandos feature 11g of protein per sandwich with less sugar than traditional jams or jellies, not to mention the unique one-of-a-kind grind from Justin's® Classic Peanut Butter. Sandos are the perfect portable option for lunch, on-the-go snacks, pre- and post-workouts and more for kids and adults alike.

The new Sandos featuring Justin's® Classic Peanut Butter will begin to hit shelves in the freezer section this summer, and will be available in a box of four pocket sandwiches with an MSRP of $7.99.

"We're excited to expand into the frozen category through this partnership with Rudi's to bring the simple joy of a ready-to-eat PB&J to new heights," continued Burns. "Seeing our products in the freezer for the first time is a great milestone, and we look forward to continuing to explore opportunities with like-minded brands."

Justin's® Classic Crunchy Peanut Butter, Justin's® Peanut Caramel Nougat Chocolate Candy Bars and the new Rudi's Sandos will all be showcased this week at Natural Products Expo West [Hall A, Booth #422], providing attendees the opportunity to taste and learn more about all of these exciting new innovations and make the most of the inevitable crunch time at the show.

About Justin's
Justin's spreads goodness everywhere it goes with delicious nut butters and USDA-certified organic chocolate treats made from simple, mindfully-sourced ingredients that are so irresistible, it's nuts. From the iconic squeeze packs that fuel active lifestyles with convenient nutrition, to the one-of-a-kind grind that makes its nut butters unlike any other, Justin's works to help support a food system that makes each day and each bite better, one nut at a time. Learn more at Justins.com, Instagram.com/Justins, Facebook.com/JustinsNutButter, TikTok.com/justinsbrand and Pinterest.com/Justins.

¹ SOURCE:  Circana Total US MULO L52 Wks w/e 8/11/24 / SPINS L52 Wks w/e 8/11/24
² SOURCE:  Circana Panel MULO 52WE 8.11.24. SPINS L52 Wks WE 8.11.24
³ SOURCE:  JUSTIN'S® is the #1 Selling Natural Peanut Butter Cup Brand in Total US Food + Total US Natural Expanded Channel. SPINS L52 Weeks w/e 1/26/25 Total US Food + Total US Natural Channel, excluding Conventional

MEDIA CONTACT:
Emma Feeney
SchroderHaus
224-545-7699
Justins@schroderhaus.com

 

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SOURCE Justin’s

FAQ

When will Justin's Classic Crunchy Peanut Butter be available in stores?

Justin's Classic Crunchy Peanut Butter will be available nationwide starting April 2025.

How much will Justin's new Peanut Caramel Nougat Chocolate Candy Bars cost?

Single-serve bars (1.4oz) will cost $2.29-$2.49, while multi-serve pouches (4.2oz) will be priced at $6.49-$6.99.

What are the key features of Justin's new Crunchy Peanut Butter?

It's a no-stir option featuring a unique grind, Non-GMO Project Verified, Pollinator-friendly, certified gluten-free and kosher.

What is the protein content in Rudi's Sandos made with Justin's Peanut Butter?

Each Rudi's Sandos sandwich contains 11g of protein and has less sugar than traditional jams or jellies.