NORTHFIELD, Ill. – Planters doesn't call him Mr. Pistachio. Or Mr. Walnut. He is Mr. Peanut. In recent years, the brand has gone a little nuts for other nuts, but with a new campaign launching this week, the Kraft Foods Group brand is returning some love to the old-fashioned peanut, according to a report from Ad Age.

The effort plugs the brand's new line of flavored peanuts in varieties including salted caramel, cocoa, chipotle and smoked. The four trendy flavors, which are hitting stores now, continue an effort that Kraft began last year to seek more respect for the lowly peanut. It began with a campaign launched last August called "Power of the Peanut," which sought to remind consumers that peanuts are packed with protein and contain "six essential nutrients."

While Planters sells a variety of nuts, peanuts were "getting a little bit of the short end of the stick from a news standpoint," said Peter Cotter, senior brand manager for Planters.

The flavored varieties come after competing nut brands have used varieties such as habanero barbecue and honey dijon to drive new interest. Planters has tried flavors before, including recently discontinued peanut varieties such as onion and garlic. But the new flavor line will get more marketing support than previous attempts.

"This is the most that we have supported a new product launch for Planters in probably three-plus years," Cotter said, although Kraft declined to detail spending plans.

While the increasing popularity of nuts is driven by nutritional benefits, including high fiber and protein contents, peanuts have not gotten as much of a boost from the nutrition perception as other nuts. That is one reason why Kraft launched the nutrition-focused campaign last year.