The Kraft Peanut Butter account on Twitter on Nov. 15 2021 tweeted the impending release of a new book for kids which promotes the idea of people being able to choose their pronouns.
"For #TransAwarenessWeek, we want to make the world more inclusive, so we’re releasing a book with our friend Nick North about the importance of using pronouns. Available on November 20th with proceeds going to @RainbowRailroad."
The video below the tweet's caption introduces the book's two characters, the teddy bears Crunchy and Smoothie, who "want to learn about pronouns with you, so they wrote a book with their friend, Nick North. Because when we #sticktogether to make people feel included, we build a better world."
According to Yahoo Finance, Kraft spokesperson Jacqueline Chao released the following statement:
"As a brand that is focused on nourishing connections and fostering acceptance, it is essential for Kraft Peanut Butter to contribute to a more inclusive, accepting space and drive progress through tangible action."
"'We demand diversity' is a value that drives everything that we do. As a brand, Kraft Peanut Butter is proud to be an ally for those in the LGBTQ2S+ community, help amplify their voices and give back to the community the storybook supports."
The book has been on sale since Nov. 20 2021, and is to be a limited edition. Proceeds in the sale of the book will go towards.
The Kraft company and all the brands under its umbrella (such as Heinz) have also announced this month that they are raising prices across the board, in some cases up to 20 percent.