It’s Not Nuts. It’s Peanuts.

The National Peanut Board has announced a new branding campaign for the industry. The effort is called “It’s Not Nuts. It’s Peanuts” and is designed to elevate peanuts in food culture while appealing to younger consumers and maintaining strong ties with existing fans.

The campaign introduces a new logo, updated messaging, and a focus on highlighting the unique qualities of peanuts. According to the Board, the goal is to move peanuts away from being seen only as a commodity and toward becoming a brand that consumers identify with more directly.

The full launch of the campaign is scheduled for spring of 2026. Marketing will include high-visibility placements across a variety of platforms. Industry leaders emphasize that this is a collective effort. Growers, producers, associations, and processors are encouraged to participate and align with the new direction.

For peanut producers in the Southeast, the campaign represents an opportunity to strengthen demand and increase consumer awareness, while building long-term value for peanut products across the marketplace.

To take a look at the new logo and learn more about the effort, visit https://nationalpeanutboard.org/growers/national-peanut-board-unveils-new-brand-for-industry/