Justin gold, founder of the justin’s brand of organic nut butters, nut butter cups and snack packs, is an entrepreneur at heart. after wondering why peanut butter was only available in two flavors, he started to experiment with making his own nut butters. with the encouragement of his friends and family, he began selling his nut butter creations and thus, the justin’s brand was born. to stand out on the crowded grocery shelf, justin’s needed a point of differentiation. initially, this difference came in the form of a nut butter squeeze pack. with constant innovation, justin’s has positioned itself as a high quality brand that has a passion for natural and organic foods and a concern for the environment. the future of the justin’s brand is bright. hormel’s acquisition of the justin’s brand gives justin’s increased access to distribution channels, more access to high quality suppliers, and world-class brand management knowledge. traditionally, nut butters have been packaged in large cylindrical screw-top jars. justin’s also offers its nut butters in single-serving squeeze packs which consumers see nut butter as a high protein on-the-go snack instead of a sandwich component. modifying the package to position nut butter as an on-the-go snack is an example of