Baby Nut Begins Appearing On Packaging, Continuing Legacy Of Mr. Peanut

Planters truly went nuts in its Superbowl campaign by deciding that its Mr. Peanut mascot had lived a life too long at 104 years old, and then killing him off and rebirthing the character in the form of a wide-eyed groundnut named Baby Nut.

After taking months off to get familiar with the world through his teeny new shell, and discovering memes along the way, the newborn Mr. Peanut has made his first appearance on food packaging to carry out the century-old legacy of his former self.

Planters has introduced Baby Nut as the face of canisters for Classic Peanuts. The limited-edition packaging itself is pretty bizarre—it shows Baby Nut carefully embracing a seed, like a baby holding a baby doll in wonder. “That’s one cute nut!” a line on the canister reads.

Baby Nut also has his own official merchandise store, as well as clinched a deal with toymaker Youtooz to turn him into a vinyl figure.

Even before leaving the crib, he might have achieved so much more than his past life had.