Powdered peanut butter gains momentum
In the past two years powdered peanut butter has hit its marketing stride to become the fastest growing segment in the peanut butter category, according to a spokesman for Peanut Butter & Co. “It is just exploding, thanks in part because of the smoothie trend and how easy it is to stir in and incorporate into people’s lives,” he said, adding that the people who buy powdered peanut butter are different than those who buy traditional peanut butter. “It is adding a lot of new dollars to the category,” he said. To better capitalize on this potential, the company recently launched two new flavors under its Mighty Nut powdered peanut butter line: Vanilla and Flax & Chia.