Brand Tone

Health-conscious & Informative, Friendly & Encouraging, Innovative & Pioneering, Community-Oriented & Trustworthy

Brand Values

• •Health and Wellness: Providing healthier alternatives to traditional products without sacrificing taste is a core value. This includes offering plant-based, gluten-free, and non-GMO options.
• •Quality and Simplicity: Focus on "pure and simple plant-based foods and ingredients" and high-quality products. Their original powdered peanut butter has minimal ingredients (roasted peanuts, sugar, salt).
• •Balance: Helping people find balance in everyday life and feel confident in their food choices.
• •Innovation: Continuously developing new products and improving processes, as seen with their vertical integration and expansion into new product categories.
• •Customer Satisfaction & Trust: Highlighting positive customer experiences and building brand loyalty.
• •Community Support: Investing in local job creation and strengthening community ties.

Best Practices

• •Prioritize Health & Transparency: Always lead with the health benefits (lower fat, fewer calories, plant-based protein) and be transparent about ingredients. Use clear, straightforward language to describe nutritional advantages.
• •Use Positive & Encouraging Language: Frame messages aspirationally, focusing on how PB2 helps customers achieve a balanced and enjoyable lifestyle. Use words like "delicious," "happy," "confident," "balance," and "pure."
• •Highlight Versatility & Ease of Use: Showcase the many ways PB2 can be incorporated into daily routines and recipes. Provide practical tips and inspiration to empower users.
• •Emphasize Innovation & Quality: Subtly weave in PB2's pioneering status and commitment to quality, from ingredient sourcing to their new manufacturing capabilities. This builds trust and reinforces their expertise.
• •Engage with the Community: When addressing customers (e.g., in social media replies or email marketing), maintain a friendly, helpful, and approachable tone. Reflect the "family of farmers" and community-focused values in communications.

Social Perception

Positive: Customers generally perceive PB2 Foods very positively, viewing their products as a healthy, tasty, and versatile alternative to traditional peanut butter. The lower calorie and fat content is a major draw for health-conscious consumers, fitness enthusiasts, and those with specific dietary needs. Trusted Pioneer: PB2 is widely recognized as the original powdered peanut butter, which lends it credibility and a loyal customer base. Innovative and Expanding: The introduction of new product lines and the recent news about vertical integration likely contribute to a perception of a forward-thinking and growing company. Go-To for Healthy Lifestyles: The brand is strongly associated with healthy living, weight management, and plant-based diets.

Copy Examples

• •Headline: Less Fat, All Flavor: Your Peanut Butter Dreams Reimagined. Body: Love peanut butter but not the calories? PB2 Original Powdered Peanut Butter gives you all the delicious roasted peanut taste you crave with 90% less fat and 70% fewer calories than traditional spreads. Blend it, bake it, or mix it – enjoy guilt-free goodness! CTA: Discover the Lighter Side of Peanut Butter!
• •Headline: Fuel Your Day the Plant-Powered Way with PB2 Performance! Body: Elevate your active lifestyle with PB2 Performance Protein. Packed with plant-based protein and the delicious taste you expect from PB2, it's the perfect boost for your smoothies and shakes. Pure, simple, and powerful. CTA: Shop Performance Protein Now!
• •Headline: From Our Farms to Your Table: The PB2 Promise of Quality. Body: We're committed to bringing you the best, from pioneering powdered peanut butter to ensuring quality every step of the way with our new in-house facility. Taste the difference pure and simple ingredients make. CTA: Learn More About Our Story.
• •Headline: Bake, Blend, Mix, Love: Endless Healthy Creations with PB2! Body: Unleash your culinary creativity! PB2 powdered nut butters are your secret weapon for healthier cookies, protein-packed smoothies, and flavorful sauces. What will you create today? CTA: Get Inspired with PB2 Recipes!
• •Headline: Embrace Your Balance. Choose PB2. Body: Finding your healthy balance shouldn't mean sacrificing flavor. PB2 offers delicious, plant-based options to help you feel confident and happy in your choices, every single day. CTA: Find Your Favorite PB2 Product!