ConAgra showcases bread-friendly peanut butter
To the chagrin of many crunchy peanut butter lovers, the crunchier the spread, the more likely it will tear bread, according to a spokeswoman with ConAgra. But the manufacturer has a solution: Simply Ground Peter Pan peanut butter. The SKU, which launched last year, has “really itty-bitty, finely ground crunchies” that set it apart from smooth peanut butter, but which also spread smoothly without tearing the bread, the spokeswoman said. She added the product has a 30% repeat among consumers, which is high given how saturated and fragmented the peanut butter category is.