The Rois Peanut Butter: Product Marketing

The chosen product is natural peanut butter of the Rois brand, produced in the USA. In the USA, more than 300 thousand tons of peanut butter are consumed per year – sandwiches with this delicacy are eaten at any time of the day or night, and the number of jars on store shelves is amazing in variety (Salgado and Wen, 2019). The Rois peanut butter is eaten with bread and jam, with fruit or bacon, cookies are baked from it and hummus is made. It is an excellent source of protein, made from local ingredients, with a rich taste and memorable texture. The Rois peanut paste helps to restore the body after exercise, preserves the health of the skin and hair. Due to the high content of fiber and protein, this food perfectly satisfies hunger without overeating.

At the same time, Latin Americans eat less than one tablespoon of peanut butter per person per year (Schuster, 2018). While a lot of types of this product can be found in American stores, in Mexico a very small number of supermarkets sell peanut paste, and the Rois brand is not represented at all. In a fairly small market of peanut paste in the foreign launch market of Mexico, several types of product containing unnatural ingredients are presented (Schuster, 2018). In this regard, the products of the Rois brand could become the first type of peanut paste made from natural peanuts at this foreign launch market, and not from sugar, syrups, additional artificial flavors and additives.

The Rois peanut butter has a high chance to be successful in the chosen market of Mexico. First of all, this is due to the usual diet for Latin Americans, and for Mexicans, including a diet containing a large number of calories due to products such as nuts, legumes, vegetable products and oils. Due to the availability of nuts, pasta will have a low cost on the market, so ordinary residents of Mexico will be able to afford to buy it (Dheir et al., 2019). In addition, an allergic reaction to nuts, often observed in residents of European countries, is absent in residents of Latin America, which makes it possible to actively consume the selected product in food.

The properties of peanut paste will be useful to male residents of Mexico. Due to the peculiarities of the country’s climate and the labor market, most of them have to stay outside for a long time with increased solar activity. According to research, the use of natural peanut paste is the prevention of cardiovascular diseases, and also contributes to increased performance and fatigue relief (Schuster, 2018). Moreover, the use of peanut paste due to its high protein content will reduce the negative effects of exposure to sunlight on the skin. The convenience of making a snack from peanut paste, which one can take to work, and its calorie content will ensure the popularity of the Rois peanut butter in Mexico.

The properties of peanut paste will also be useful among the women’s target market in Mexico. A serious problem is the presence of excess weight caused by a large number of pregnancies in women, as well as the associated loss of skin elasticity (Dheir et al., 2019). In moderation, peanut paste improves the absorption of food, helping to reduce weight safely for health. High protein content has a beneficial effect on the skin, so eating peanut paste during pregnancy can reduce the likelihood of stretch marks. Thus, the Rois peanut butter is likely to be successfully sold in Mexico.


Dheir, I. M., Mettleq, A. S., & Elsharif, A. A. (2019). Nuts types classification using deep learning. International Journal of Academic Information Systems Research, 3(12), 12–17.

Salgado, J. C., & Wen, S. (2019). Understanding heterogeneity in price changes and firm responses to a national unhealthy food tax in Mexico. Food Policy, 43(9), 28–45.

Schuster, P. K. (2018). Falafel and shawarma: Israeli food in Mexico. Transnational Marketing Journal, 20(1), 3–22.