Justin Gold, founder of the Justin’s brand of organic nut butters, nut butter cups and snack packs, is an entrepreneur at heart. After wondering why peanut butter was only available in two flavors, he started to experiment with making his own nut butters. With the encouragement of his friends and family, he began selling his nut butter creations and thus, the Justin’s brand was born.

To stand out on the crowded grocery shelf, Justin’s needed a point of differentiation. Initially, this difference came in the form of a nut butter squeeze pack. With constant innovation, Justin’s has positioned itself as a high quality brand that has a passion for natural and organic foods and a concern for the environment. The future of the Justin’s brand is bright. Hormel’s acquisition of the Justin’s brand gives Justin’s increased access to distribution channels, more access to high quality suppliers, and world-class brand management knowledge.

1. The natural and organic confectionary product category is currently in the stage of the product life cycle as evidenced by increasing rate of sales growth, broadened distribution, and a proliferation of organic peanut butter cup flavors

2. The shape of the product life cycle for the natural and organic confectionary product category indicates a short introductory stage, relatively quick growth stage, and a projected lengthy maturity stage. Given this information, Justin’s knows it must lock in distribution quickly since competitors will likely be following quickly. What type of products are natural and organic confectionaries?

3. Traditionally, nut butters have been packaged in large cylindrical screw-top jars. Justin’s also offers its nut butters in single-serving squeeze packs which helps consumers see nut butter as a high protein on-the-go snack instead of a sandwich component. Modifying the package to position nut butter as an on-the-go snack is an example of

4. Justin’s products include Justin’s Almond Butter, Justin Milk Chocolate Peanut Butter Cups, Justin’s Cashew Butter, and Justin’s Maple Almond Butter + Pretzel snack packs, among others. From a branding perspective, Justin is utilizing a

5. Justin’s Maple Almond Butter + Pretzels is sold in a single-serving molded plastic package designed to keep the almond butter and pretzels fresh. Additionally, the packaging is designed in a way such that pretzels can be easily and neatly dipped into the almond butter during consumption. This is an example of the of packaging.