INC Chats With Zeeshan Tarique, Senior Brand Manager for PLANTERS® at Hormel Foods

Zeeshan Tarique is a Senior Brand Manager at Hormel Foods with over 12 years of experience in brand management and revenue growth management. He joined Hormel Foods through the PLANTERS® brand’s acquisition from Kraft Heinz in 2021. Previously, he managed the Maxwell House coffee brand and held key revenue management roles at Kraft Heinz. Zeeshan also brings valuable management consulting experience from Capgemini in India. A trained electronics engineer, he relocated to the US in 2015. Known for his strategic insight and leadership, Zeeshan excels in driving brand growth and innovation. His diverse background and expertise make him a pivotal asset in the competitive food industry.

You oversee day-to-day brand building for PLANTERS®. What are the key attributes of the brand?

There are many key attributes of the PLANTERS® brand. However, in my role, I focus on three key attributes: the brand’s heritage, innovation and marketing. Our rich heritage and commitment to quality have built consumer trust over more than a century. We prioritize innovation by continuously introducing new offerings to meet evolving consumer needs. Lastly, our iconic marketing, embodied by the Mr. Peanut character, ensures strong recognition and engagement across all marketing channels. These elements together strengthen our brand’s position and connect us deeply with our consumers.

How does such a longstanding brand stay fresh in the minds of consumers?

The PLANTERS® brand stays fresh in consumers’ minds through continuous innovation and iconic brand marketing. For example, our flavored cashews, which were launched in 2023, have resonated well with younger consumers, offering bold and exciting taste experiences. Recently, we launched Nut Duos, combining two different nut types with complementary flavors, which has been a hit among snack enthusiasts.
Our branding efforts are equally significant. The PLANTERS® brand is known for creating iconic marketing campaigns, such as the sudden death of the Mr. Peanut character, which generated widespread attention and engagement. Some other notable campaigns —like creating customized sneakers around March Madness, holiday campaigns and the “Surrender to the Cashew” campaign— have performed extremely well with our consumers. Our most recent campaign, “Ahhh, Nuts,” has been resonating well with core PLANTERS® brand consumers.

You navigated the transition of the PLANTERS® brand from Kraft Heinz to Hormel Foods. How did you ensure continuity and strategic alignment during the acquisition period?

Hormel Foods is one of the most organized organizations in America. Acquisitions are not new to Hormel Foods.

Despite the magnitude of this acquisition, the transition was extremely well managed by the Hormel Foods team. Clear communication, meticulous planning and a focus on our consumers helped us navigate the transition flawlessly. We ensured that our core values and brand integrity remained intact. This approach allowed us to maintain the trust of our customers and continue delivering high-quality products.

PLANTERS® is known for its dynamic product portfolio. How have innovative product launches helped to drive sales?

Innovation is key to growth in the snack nuts category. We have been extremely deliberate and strategic with innovation over the past few years. For instance, in 2023, we launched three new flavored cashew SKUs in the PLANTERS® portfolio, which helped drive sales and attract new consumers to the category. We are also excited about our new Nut Duos launch, which we believe will continue to create excitement and drive sales.

Looking ahead, where do you see the next horizon for demand creation in the nut and dried fruit market? What consumer trends are you keeping an eye on?

There are many trends we are keeping an eye on. Flavor exploration is important as consumers are looking for more diverse flavor options. Additionally, it’s important for us to have the right product in the right packaging and available through the right channels for our consumers.

Finally, can you offer us a glimpse into what the future holds for Mr. Peanut?

The Mr. Peanut character is the biggest equity and asset to the PLANTERS® brand. He remains an essential part of our identity, continuing to charm and engage with our consumers. We have exciting plans to further integrate him into our marketing campaigns and brand experiences, ensuring that he remains a beloved figure for years to come.