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11/24/2021

Kraft Peanut Butter launches fund for food-allergy medication

The brand is helping people offset the cost of life-saving epinephrine injection pens

While people with peanut allergies avoid Kraft Peanut Butter, they can now turn to the brand to help pay for life-saving medication.

Kraft Peanut Butter has launched Protection For Peanuts, a fund that was created to make epinephrine injection pens cost no more than a jar of peanut butter. In a press release, the brand notes that less than 50% of individuals with food allergies have access to epinephrine auto-injector medication, citing Food Allergy Canada. The average cost for a pen is $120. The pens expire every year and allergy-sufferers typically need more than one.

While coverage varies from province to province, the press release states that out-of-pocket costs rely heavily on income level and private insurance, and many Canadians have to pay for their life-saving medication every year.

“When it comes to top food allergens in Canada, we know peanuts and peanut butter are top of mind for many Canadians,” said Daniel Gotlib, associate director, brand building & innovation, Kraft Heinz Company, in an email interview with Canadian Grocer. “As the market leader in this category, we are deeply connected to this cause and have been on a mission for years to support the food allergy community. We recognize there are barriers to accessing life-saving allergy medication, like epinephrine, and the high cost is one of them.”

Canadians with less than 100% coverage can visit the Protection For Peanuts Fund site and submit their receipts to be reimbursed for their out-of-pocket expenses. Kraft Peanut Butter is also encouraging all Canadians to use #ProtectionforPeanuts on social media to help raise awareness and drive conversation around the high cost of epinephrine pens.

“As a brand that champions inclusion and connection, we recognize that helping the food allergy community can contribute to a more connected world as well,” said Gotlib. “We want to help shed light on allergy medication coverage gaps in Canada to ensure those living with food allergies are supported, too. This campaign is really about sparking a larger conversation and hopefully contributing to lasting change for the community.”

To help spread awareness, Kraft Peanut Butter has teamed up with Alexis Lafreniere, an NHL player with a life-threatening peanut allergy. Lafreniere will be sharing his own story and talking about the fund through media interviews and on social media. Kraft Peanut Butter is also supporting the initiative through digital and traditional media and out-of-home billboards across the country.