Sanitarium has made the tough decision to discontinue its peanut butter range, citing declining customer demand and market competition.
The company ceased production of its peanut butter products in late July, expressing gratitude to loyal consumers who have supported their quality range over the last century.
This move follows an earlier decision to stop producing various cereal products from next June, as Sanitarium looks to streamline its product portfolio.
Marketing expert Bodo Lang from Massey University noted the oversaturation of the peanut butter market, with a plethora of brands catering to different tastes and budgets.
Sanitarium’s position in the middle of this competitive market may have led to its decision to exit the peanut butter segment, focusing instead on its core brands like Weet-Bix and Up&Go.
By reallocating resources and cutting through the clutter of the breakfast foods market, Sanitarium aims to strengthen its market presence against larger competitors.
While this news may disappoint some consumers, Sanitarium remains committed to delivering quality products that meet the evolving demands of the market.
