Kraft Peanut Butter Announces the Launch of His, Hers, Them & Theirs: Learning Pronouns with the Bears
November 15, 2021 at 07:00 am EST
Share
Kraft Peanut Butter announced the launch of His, Hers, Them & Theirs: Learning Pronouns with the Bears, a limited edition children's book developed in honour of Transgender Awareness Week. With the help of Kraft Peanut Butter's iconic Bears, Crunchy and Smoothie, the book aims to guide parents and families through conversations at home surrounding pronoun use and why they're important. To help bring the storybook to life, Kraft Peanut Butter enlisted the help of Transgender Author, Nick North and LGBTQ2S+ Illustrator, Paul Dotey to create a story that makes it easy for parents to talk to their kids about pronoun use and help families learn why these conversations are important in a way kids can follow along. By normalizing these conversations, Kraft Peanut Butter hopes to continue encouraging acceptance, inclusivity and safety while bringing communities together. Transgender Awareness Week is a week when transgender people and their allies take action to bring visibility to the community by educating others through stories, experiences and encouraging advocacy. The annual awareness week culminates in Transgender Day of Remembrance on November 20, a day that honours the memory of transgender people whose lives were lost in acts of anti-transgender violence. Continuing these conversations all year is an important step in inclusivity for all Canadians. Starting November 20, 2021, Canadians can head to kraftpeanutbutter.ca to purchase their own limited edition copy of His, Hers, Them & Theirs: Learning Pronouns with the Bears and know that all proceeds of the storybook will go to supporting the Transgender and LGBTQ2S+ Communities. In addition to book sale proceeds, Kraft Peanut Butter will be making a $15,000 donation to further support Rainbow Railroad and the important work they are doing surrounding inclusion, diversity and acceptance. As the brand that helps people Stick Together, Kraft Peanut Butter has worked hard to stand with the LGBTQ2SI+ community through ongoing, annual support of Rainbow Railroad and in driving awareness for Canadian LGBTQ2S+ businesses through social amplification.
The Kraft Heinz Company specializes in producing and marketing foodstuffs. The products are skid under the Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Ore-Ida, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta brands. Net sales break down by family of products as follows:
- sauces and condiments (31.1%);
- cheese and dairy products (15%);
- ambient foods (11.5%);
- frozen and chilled products (11%);
- beverages (11%): soft and energy drinks, juices, coffee, etc.;
- meat and seafood (10.3%);
- confectionery, desserts and bakery products (4.5%);
- nutrition and infant foods (1.6%): cereals, milk, cookies, etc.;
- other (4%).
Net sales break down geographically as follows: the United States (70.2%), Canada (6.6%), the United Kingdom (4.4%) and other (18.8%).
KRAFT HEINZ 
