How Peter Pan Lost Its Groove
How Peter Pan Lost Its Groove
This chapter examines how the Peter Pan brand of peanut butter lost its market dominance. Through the years, Peter Pan has generally recieved favorable reviews from consumer publications such as Consumer Reports; it has been lauded variously for its spreadability, sweetness, and having a lot of peanut chunks in its crunchy variety. In 1972, however, two samples of Peter Pan crunchy tested by Consumer Reports contained insect fragments and rodent hairs. Even more objectionable was the first Salmonella outbreak in peanut butter in U.S. history, which happened to Peter Pan in 1971/1972. In 2006/2007, Peter Pan suffered its second Salmonella outbreak at the Sylvester, Georgia plant. In the end, ConAgra Foods, owner of the Sylvester plant, was found responsible for 714 reported cases of Salmonella poisoning in forty-seven states. Peter Pan has since fallen to a distant third behind Jif and Skippy in the race for peanut butter market leadership in the United States.
Keywords: peanut butter, Peter Pan, Salmonella, Sylvester, Georgia, ConAgra Foods, Jif, Skippy, United States
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