Peter Pan peanut butter is in the process of making a comeback. The brand, which was forced into a national recall after it was discovered that some product was contaminated with salmonella, is going back onto store shelves with a packaging redesign and 100 percent satisfaction guarantee on the label.
"Consumer and retailer demand for Peter Pan has been very strong, and we couldn't be more appreciative of their loyal following," said David Palfenier, president, Grocery, ConAgra Foods, in a press release.
According to ConAgra, 80 percent of those who used to buy Peter Pan peanut butter plan to purchase the product when it goes back onto store shelves. The brand's top 30 accounts have committed to slotting the product into store planograms, according to ConAgra. The company said three of its top five customers have actually increased distribution of Peter Pan.
Mr. Palfenier said the company planned to offer free jars of the peanut butter to all that contacted it during the recall. Other consumers would get a $1-off coupon to get them to give Peter Pan a try.
"We are obviously deeply concerned for those consumers who were affected by Peter Pan and are taking, I'd say, extraordinary efforts to make that right," he told The Associated Press.
Michael Doyle, director of the University of Georgia's Center for Food Safety, worked with ConAgra to make sure a repeat of the salmonella incident never happens again.
"It's probably the best peanut butter processing plant in the world" in terms of safety, he told the AP.
According to the Centers for Disease Control and Prevention, 625 people in 47 states were stricken by salmonella poisoning connected to Peter Pan and Great Value peanut butter. ConAgra faces a number of lawsuits in connection to the case.
Discussion Questions: What is your assessment of what Peter Pan peanut butter faces as it returns to store shelves? Is ConAgra taking the right approach to reintroducing the brand to consumers? What should retailers be doing as Peter Pan makes its return?