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.”