EAST HANOVER, N.J. — Planters has partnered with a magazine to launch a new snack aimed at men.
Planters and Men's Health announced the debut of Planters NUT-rition Men's Health Recommended Mix, a blend of almonds, peanuts and pistachios that contains 6g of protein and six vitamins and minerals per 1-oz. serving. The venture marks the first time Men's Health has partnered with a snack brand, the magazine's publisher, Ronan Gardiner, said.
"Men are grocery shopping more, and they want a healthy snack that they can feel confident putting in their cart," Planters senior brand manager Scott Marcus said. "Our research shows that what men love about nuts is they see them as both healthy and manly. So, our nutritionists and developers teamed up with Men’s Health magazine, a trusted and respected authority on nutrition and manliness, to create what we think is an ideal, nutritious snack."
To support the launch of Planters NUT-rition Men's Health Recommended Mix, Planters has tapped its mascot, Mr. Peanut, along with Alejandro the Almond and a new pistachio character, to underscore the snack is the "manliest mix they've ever assembled." The new campaign, which launched this week, includes a new commercial, as well as print, digital and social media creative, including integration into Men’s Health mobile applications.
Planters NUT-rition Men's Health Recommended Mix now is available nationwide at most grocery, mass and drug store chains in cans and six-count multipacks, along with in on-the-go packs in convenience stores.