KANSAS CITY — Consumers now have three options when it comes to peanut butter: creamy, chunky or powdered. That’s because more brands are offering a textural twist on the PB&J mainstay.
Made from roasted peanuts that are pressed to remove the oils, powdered peanut butter products claim to have fewer calories and 85% to 90% less fat than traditional options. Consumers may reconstitute it with water or scoop it into smoothies and baking recipes.
Bell Plantation, Tifton, Ga., developed its PB2 brand of powdered peanut butter as a solution for a surplus of stored peanuts. Since then, several other players have introduced peanut powder to the market.
The Peanut Butter Co., New York, recently debuted its Mighty Nut line of powdered peanut butter in four flavors, including original, chocolate, flax and chia, and vanilla. Each variety contains 45 to 55 calories, 1 to 1.5 grams of fat and 5 to 6 grams of protein per two-tablespoon serving. The company said the products were created for active consumers who eat peanut butter as a source of protein.
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| Lee Zalben, founder and president of Peanut Butter & Co. |
“Peanut butter is a delicious food that is beloved by so many people,” said Lee Zalben, founder and president of Peanut Butter & Co. “We’re so glad to be able to offer the delicious flavor of peanut butter with a fraction of the calories.”
The Tru-Nut Co., Chamblee, Ga., offers powdered peanut butter in original, chocolate, cinnamon and maple flavors. The products claim to have less sodium than traditional varieties, with 66 mg per serving, compared with 140 mg in a serving of Jif creamy peanut butter.
Chike Nutrition, an Abilene, Texas-based maker of meal replacement shakes, added powdered peanut butter in original and chocolate varieties to the mix. Each serving has 40 calories.
Peanut powder products from Dowd & Rogers, San Clemente, Calif., are made with organic evaporated cane sugar, Himalayan pink sea salt, and non-bioengineered peanuts. One variety includes raw organic cacao.
Even large brands are getting into the game. The J.M. Smucker Co., Orrville, Ohio, said it is the first national brand to enter the peanut powder category with Jif Peanut Powder in regular and chocolate varieties. The category is projected to more than double over the next three years, according to the company.
“As the market leader in peanut butter, we continue to leverage our strong brand and capability to drive growth with our core items and bring new items to market,” said Vince Byrd, president and chief operating officer of Smucker, during a February presentation at the Consumer Analyst Group of New York conference. “We have a strong momentum and are making progress toward our goal of growing the Jif brand to $1 billion. As we look for opportunities to extend the presence for the Jif brand, we are focusing on the growing preference for convenience and better nutrition.”
