Obici, along with his friend and business partner, Mario Peruzzi, founded Planters Peanut Company in Wilkes-Barre, PA.
1910s
Planters introduced semitransparent bags that enhanced the freshness and allowed people to preview the peanuts inside.
1913
Obici built his first mass-processing plant in Suffolk, VA.
1916
Mr. Peanut was born when schoolboy Antonio Gentile submitted his sketch to win the Planters contest for a brand icon. A commercial artist later added a top hat, a monocle and a cane.
1918
Planters first advertised in the Saturday Evening Post, becoming the first roasted nut ever advertised
1920s
1923
Planters introduced the “Nickel Lunch” campaign, selling one-ounce bags of freshly packaged peanuts for 5 cents.
1928
Planters Cocktail Peanuts are introduced in an 8-ounce vacuum-sealed can, which later became the signature can.
1930s
Planters stores opened in cities across the country, including a shop along Atlantic City’s boardwalk.
1937-1938
The first Mr. Peanut billboard appeared in Times Square.
1950s
The first TV commercials featuring Mr. Peanut aired nationwide.
1960s
1961
Standard Brands, Inc. acquired the Planters Nut & Chocolate Company.
1962
Planters introduced Dry Roasted Peanuts, oven roasted and seasoned with Planters proprietary spice blend.
1961-1965
Mr. Peanut was a star attraction at the New York World’s Fair.
1970s
1978
The Peanut Pals organization, a nonprofit group dedicated to collecting Mr. Peanut and Planters memorabilia, was founded.
1980s
1981
Standard Brands merged with Nabisco to form Nabisco Brands.
1985
Planters introduced Honey Roasted Peanuts and Cashew Mix.
1990s
1997
Mr. Peanut appeared in the Macy’s Thanksgiving Day Parade®.
1998
Planters Trail Mix was introduced.
1999
The NUTmobile made its debut.
2000s
2000
The family of Nabisco brands was integrated into the Kraft Foods business worldwide.
2004
Mr. Peanut earned a spot on Madison Avenue’s Advertising Walk of Fame.
2004
Planters introduced NUT-rition ™, a new line of snack nuts specifically blended to meet important nutrition and wellness needs.
2006
Planters celebrates 100 years of Fresh Taste.
2010s
2013
Planters launches the Power of the Peanut Campaign.
2015
New NUTmobile fleet hits the road.
2015
Planters launches Dessert-Inspired Mixes.
2015
Heinz purchases Kraft, forming The KraftHeinz Company.
2016
Mr. Peanut celebrates his 100th birthday.
2018
Mr. Peanut becomes your WingNut, here to satisfy all salty, snacking cravings.