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US-based nut butter brand Justin’s has launched two new candy bar products, both made with mindfully sourced ingredients.

The company is introducing Classic Crunchy Peanut Butter and Peanut Caramel Nougat Chocolate Candy Bars, both set to hit store shelves nationally this spring and summer, respectively.

Additionally, Justin’s is venturing into the frozen category through a partnership with Rudi’s Rocky Mountain Bakery to offer Rudi’s Sandos, featuring Justin’s Peanut Butter.

The Classic Crunchy Peanut Butter is positioned to meet consumer demand for a crunchy texture in nut spreads. This product is characterised by its no-stir formulation and unique grind, which maintains the quality and integrity of the ingredients. It is Non-GMO Project Verified, gluten-free and kosher certified, aligning with current consumer trends toward health-conscious and clean label products.

According to industry data, over 50% of peanut butter purchasers opt for crunchy varieties, indicating a substantial market opportunity. Justin’s aims to leverage its established brand equity to capture a greater share of this segment, particularly as the brand continues to experience sales growth that outpaces the overall peanut butter category.

In addition to the nut butter, Justin’s is expanding its portfolio of USDA-certified organic chocolate treats with the introduction of Peanut Caramel Nougat Chocolate Candy Bars. These bars are designed to offer a permissible indulgence, crafted with simple, high-quality ingredients. They will be available in two varieties: Dark Chocolate Peanut Caramel Nougat and Milk Chocolate Peanut Caramel Nougat. The bars are set to appeal to consumers looking for healthier alternatives to traditional candy options.

These chocolate bars will be sold in single-serve (1.4 oz) and multi-serve (4.2 oz) packages, providing flexibility for various consumer preferences and occasions. The pricing strategy reflects a competitive positioning within the market, catering to both impulse purchases and larger family sizes.

Justin’s has also partnered with Rudi’s Rocky Mountain Bakery to launch Rudi’s Sandos, a frozen sandwich featuring Justin’s Classic Peanut Butter. This product is positioned as a convenient, protein-rich option for consumers seeking quick meal solutions. Each sandwich contains 11g of protein and is designed to provide a healthier alternative to traditional spreads, with less sugar than typical jams or jellies.

The Sandos will be available in the freezer section, marking Justin’s first foray into frozen foods. This expansion is indicative of the brand's strategy to tap into the growing demand for convenient, ready-to-eat meal solutions that align with modern consumer lifestyles.