Nutter Butter was launched in 1969.[5] The distinctive design was thought to have been created by William A. Turnier but Nabisco maintains that there is "no way of knowing who came up with the actual visual concept".[6]
2017
In December 2017, a Nutter Butter cereal line was launched by Post Consumer Brands.[7][8] It debuted at Walmart with a box retailing at around $4.[9]
In May 2019, the CEO of Mondelez International, Dirk Van de Put announced in an interview with CNBC that the company was giving "serious consideration" to adding CBD to certain product lines such as Nutter Butter.[12] He did however say that adding CBD to its family brands "may not be in the company's best interest".[13]
In 2019, 7-Eleven started selling limited edition Nutter Butter lattes and doughnuts and A&W Restaurants launched Nutter Butter and Oreo flavored milkshakes and ice creams.[5][14] Among other products, Nutter Butter was noted as helping increase Mondelez's sales for the year, despite being one of the company's smaller brands.[15]
2021
In 2021, Nabisco announced it would launch a Nutter Butter version of the Oreo Cakesters in 2022.[16]
2023
From 2023, Nutter Butter implemented a viral marketing strategy on social media, including TikTok, Instagram and X, which gained widespread attention online in September 2024.[17][18] The strategy utilised nonsensical and absurdist humor and 'trippy' visuals, basing content around a range of mysterious characters;[17][18][19] in an interview with The New York Times, one of the brand's content creators suggested that the strategy had been prompted by the idea of a Nutter Butter cookie having a fever dream.[20] It resulted in large numbers of interactions with the company's content; the Nutter Butter account had over a million followers by October 2024 and the ten videos that it posted in September 2024 gained more than 87 million views.[20]
In popular culture
On June 18 2017, a squirrel mascot named Mr Nutterbutter was featured on Last Week Tonight with John Oliver.[21] It is unclear if the character was named after the cookie.
