PRIMA Brings Back the Milkman to Launch Peanut Butter, the Ancestral Protein Bar

PRIMA, the brand behind the first ancestral protein bar, announced today its latest flavor innovation, Peanut Butter, as the sixth flavor in its lineup. Each bar has 21g of grass-fed protein from collagen and whey, plus organic peanuts, organic raw honey, and grass-fed beef tallow, with no seed oils, sugar alcohols, or artificial sweeteners.

Peanut Butter launches at eatprima.com on 10/22, rolls out to Kroger in early November, and arrives at Sprouts in mid-December, where PRIMA is already the top-selling protein bar.

To mark the launch, PRIMA is bringing back the milkman in a nostalgic nod to simpler times, real ingredients, and the kind of goodness Nonna would approve of.

Throughout the week, modern-day milkmen in vintage uniforms will hand-deliver Peanut Butter PRIMA and fresh milk to tastemakers across Miami, the brand’s hometown.

On Sunday, 10/25, PRIMA takes over nude, Miami's boutique grocery store, with a vintage milk-cart pop-up. Anyone can stop by for a free bar and a bottle of co-branded PRIMA x A2 organic milk from Alexandre Family Farm, a regenerative dairy in Crescent City, California, and the first Land to Market verified dairy in the U.S.

On Sunday, 11/8, PRIMA will take over The Canal Market in Los Angeles, serving co-branded PRIMA x Perennial Pastures raw milk from a vintage milk cart.

• Tallow instead of seed oils. PRIMA uses grass-fed beef tallow as its fat source instead of seed oils.

• Protein in the news. The New York Times recently asked whether we've reached "peak protein." PRIMA's protein comes from grass-fed collagen and whey, and its bars are Seed Oil Free Certified® and Glyphosate Residue Free Certified.

• New research on ultra-processed food. A new study examined how the body responds to ultra-processed vs. less-processed meals.

• Retail performance. PRIMA is the #1 top-selling protein bar at Sprouts and Erewhon. Peanut Butter is made to the same ingredient standards as the rest of the lineup.

THE CAMPAIGN: CLASSICS ARE CLASSIC FOR A REASON

The launch campaign is called "Classics Are Classic for a Reason." Its creative draws on vintage Italian-Americana, including family kitchens and peanut butter sandwiches. It features vintage-inspired typography, dancing peanuts, and Nonna, PRIMA's brand character. The campaign includes a short launch film starring Nonna.

LAUNCH MOMENTS

• Thu 10/22: Peanut Butter goes live at eatprima.com

• Fri 10/23: Milkman deliveries to Miami tastemakers

• Sun 10/25, 9am–2pm: PRIMA x nude Peanut Butter Pop-Up at nude Miami, 1100 Brickell Bay Dr, #107, Miami, FL 33131. Visitors get free Peanut Butter bars and co-branded PRIMA x organic A2 milk from Alexandre Family Farm, served from a vintage milk cart

• Sun 11/8, 9am-2pm: PRIMA Peanut Butter pop-up at The Canal Market, 600 Mildred Ave, Venice, CA 90291. Visitors get free Peanut Butter bars and co-branded PRIMA x raw milk from Perennial Pastures, served from a vintage milk cart

• Early November: Available at Kroger

• Mid-December: Available at Sprouts

PRODUCT AT A GLANCE

• Flavor: Peanut Butter, the first PRIMA bar made with organic peanuts and sea salt

• Protein: 21g grass-fed protein (grass-fed bovine collagen peptides + grass-fed whey protein concentrate)

• Sweetened with: Organic raw honey, organic coconut nectar, and organic coconut sugar. No sugar alcohols or artificial sweeteners

• Fat source: Grass-fed beef tallow. No seed oils

• Ingredients: 12 — PRIMA Protein Blend (grass-fed bovine collagen peptides, grass-fed whey protein concentrate), organic coconut nectar, organic peanuts, organic coconut sugar, grass-fed beef tallow, organic coconut, egg yolk, organic raw honey, organic vanilla extract, sea salt, peanut extract

• Nutrition (per 57g bar): 240 calories | 21g protein | 10g fat | 17g carbs | 13g total sugars (12g added) | 1g fiber

• Certifications: Seed Oil Free Certified®; Glyphosate Residue Free Certified

• SRP: $3.69 per bar; $27.93 per box

• Availability: eatprima.com 10/22; Kroger 11/7; Sprouts 12/14

• The lineup: Joins Cacao, Cookie Dough, Mocha, Salted Caramel and Mint Chip

"Classics are classic for a reason. Peanut butter is the flavor everyone grew up on, so we had to get it right. That means no seed oils and no shortcuts, just real food made the way Nonna would have made it. We brought back the milkman because that's what this bar is about: putting a face back on food." — Dominick DeLegge, co-founder and CEO of PRIMA

About PRIMA

PRIMA is the first ancestral protein bar, made with real, whole-food ingredients and 21g of grass-fed protein from collagen and whey, sweetened with organic raw honey and made with grass-fed beef tallow instead of seed oils. PRIMA is Seed Oil Free Certified® and Glyphosate Residue Free certified.

Learn more at eatprima[dot]com and follow @EatPrima on Instagram.