Justin's pioneered squeeze-pack nut butter in Boulder, CO — portable snacking format, chocolate-hazelnut and almond butter portfolio, now part of Hormel.
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See all ads on AdLibrary →Justin's was founded in 2004 in Boulder, CO, by Justin Gold, who started blending his own nut butters and packaging them in single-serve squeeze packs to fuel outdoor adventures. The portable format created a new on-the-go snacking occasion. Hormel acquired Justin's, enabling national distribution across Whole Foods, Target, Walmart, and Costco.
Justin's advertising centers on the convenience of the squeeze pack and the Boulder outdoor lifestyle origin story. Their ads target active adults who want portable, clean-ingredient fuel without the sugar of conventional snack bars. Peanut butter cups — Justin's clean-label alternative to Reese's — generate strong seasonal advertising during gifting periods. Browse Justin's ads on AdLibrary.
Justin's social advertising targets outdoor enthusiasts, health-conscious parents, and clean-snack seekers. Creative ranges from product convenience (squeeze packs on hikes) to indulgence permission (peanut butter cups as cleaner candy). Seasonal campaigns around Valentine's Day and Halloween are particularly strong for the peanut butter cup product line.
Core themes: (1) squeeze pack portability for active lifestyle occasions; (2) clean, simple ingredients — no palm oil, no artificial anything; (3) almond butter as a more nutritious alternative to conventional peanut butter; (4) chocolate hazelnut and peanut butter cups as guilt-freer candy alternatives. Brand voice is warm, energetic, and Boulder-outdoor in tone.
Justin's created a new product format (squeeze pack) that solved a real portability problem for active snackers, and this format innovation drove both trial and repeat purchase. Their lesson: packaging innovation that solves a genuine use-case problem is one of the most durable sources of growth in food CPG. The squeeze pack format is now industry standard for single-serve nut butter — Justin's made it.
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