Italian wafer brand Loacker is launching a peanut butter flavour innovation, catering to on-the-go snackers.

The line includes its classic and Tortina cookie formats, as well as a re-sealable Quadratini bag, catering to families and active users, informed by insights that seven in 10 Canadians derive satisfaction from eating peanut butter.

“During lockdown there was of course increased time at home which certainly attributed to an uptake in the snacking industry overall,” says Yvonne Profanter, head of communications at Loacker. “As many are now back to work or school in some capacity, the increase has been maintained due to a desire for on-the-go convenience.”

Profanter tells strategy that within the next three months, Loacker is planning in-store sampling and wafer-making demos across Canada in key retailers to drive awareness and trial.

Key packaging callouts showcase the high-quality ingredients and recipe percentages, reflecting the natural and authentic flavours. For example, Profanter says, the Quadratini offering contains 17% peanut butter from finely ground peanuts with a pinch of cocoa.

In 2021, Loacker launched its sustainability platform, “More Than Good” to tout its better-for-the-planet bona fides. Packaging considerations for the new peanut butter line include using 15% less plastic with its new eco-friendly packaging. It also removed cellophane wrapping film from display boxes, which Profanter says has saved 8.5 tonnes of wrapping film and 59.4 tonnes of cardboad per year.

Across North America, Loacker is utilizing a robust consumer communications plan including TV, social media, TikTok, influencer relations and PR to highlight the Peanut Butter product line, its use of high-quality ingredients and sustainability efforts.

My Marketing Department handles the planning and execution of consumer marketing. Loacker is also working with Rogers, Active International and Strategic Objectives on the campaign.