5. Koogle
The 1970s were a time of bold, sometimes questionable, flavor experimentation. In this environment, Kraft introduced Koogle, a flavored peanut butter spread that aimed to make the humble peanut a lot more exciting. Arriving on shelves in 1971, Koogle came in several varieties, most notably chocolate, cinnamon, banana, and vanilla. It was a creamy, sweet, and distinctly artificial concoction.
The packaging and advertising were pure 70s whimsy. The jar featured a large, googly-eyed creature, also named Koogle, whose head formed the lid. The ads were cartoonish and playful, targeting kids directly. The idea was to transform peanut butter from a simple sandwich staple into a fun, standalone snack—something you could eat with a spoon right out of the jar. The jingle was catchy and memorable: “A peanutty, new fun-food in a jar, Koogle!”
While it had a burst of popularity, Koogle was ultimately a novelty item. The strong, sweet flavors were not as versatile as regular peanut butter, and parents may have been wary of the added sugar. It quietly vanished from shelves by the end of the decade, leaving behind a generation of adults who still faintly remember the strange but delightful taste of chocolate-flavored peanut spread. Its story reflects the food industry’s push for novelty during an era of vibrant consumerism.
