Fueling Performance with Peanuts
After launching its 2025 Health Nut Club integrated campaign in April at two campus Peanut Days (the University of Massachusetts Amherst and the University of Georgia), the National Peanut Board (NPB) recently wrapped up its six university college tour.
This vibrant community celebrated all the nutritional and functional benefits that make peanuts the perfect on-the-go fuel. Designed to connect America’s wellness-minded Gen Z, content creators and nutrition experts, the Health Nut Club met Gen Z’s unique lifestyle needs and values and provided a community that resonated with Gen Z’s desire for health and wellness.
The Health Nut Club Tour
NPB met Gen Z where they are – on campus. We inspired them to see how peanuts are the perfect addition to their wellness routines with a two-day experience, where we visited six universities across the South:
- Texas A&M University: September 16-17 @ Rudder Plaza
- Auburn University: September 23-24 @ The Edge at Central Dining
- University of Georgia: September 30 – October 1 @ Myers Quad
- Clemson University: October 7-8 @ Vickery Hall
- North Carolina State University: October 15 @ Miller Field and October 16 @ Stafford Commons
- University of Florida: October 21-22 @ Reitz Union North Lawn
Day 1 educated & inspired students to fuel up with peanuts to fit their on-the-go lifestyles!
Day 2 transitioned the focus to recovery & sustainable snacking, featuring our Fuel Zone, and challenged students to see how they stacked up against all colleges on our live leaderboard!
PLUS, each day we gave out free custom merch, sweet prizes, and showcased our custom Food Truck, led by Chef Lisa from the Food Network’s Great Food Truck Race. We featured her three special peanutty menu items:
- The Peanut Butter Glow Up Crepe (recipe webpage | downloadable recipe card)
- The Peanut Butter Power Up Smoothie (recipe webpage | downloadable recipe card)
- The Peanut Butter Chaos Crunch Sandwich (recipe webpage | downloadable recipe card)
Tour Brand Partners
Big thank you to our brand partners!
Our Peanut Campus Ambassadors
NPB proudly hired its first class of Peanut Campus Ambassadors at the University of Georgia, the University of Florida, Texas A&M University, Clemson University, Auburn University, and North Carolina State University.
We introduced...the inaugural class of Peanut Campus Ambassadors:
What is a Peanut Campus Ambassador?
An enthusiastic and motivated student leader. Someone who displays a strong opinion on creamy vs. crunchy peanut butter, and desires to make campus Peanut Better. An ambassador is a part of our campus network, engaging students on campus and promoting the benefits of peanuts through creative campus events, social media, and daily peer-to-peer interactions.
In a Nutshell: Get more people on campus to enjoy and use more peanuts in more ways more often!
Learn more about how to become a Peanut Campus Ambassador for the 2026-2027 school year and stay tuned to see which schools we’re expanding to!
Peanut Campus Ambassador InfoHow Peanuts Fuel Performance
It’s no secret that an athlete's approach to nutrition can help enhance their athletic performance, post-workout recovery, and overall health. Check out some of our resources below to see how peanuts and peanut butter fuel athletes:
- Why World-Class Athletes Rely on Peanut Butter
- The Power of Peanut Protein
- How Peanuts Can Help Athletes Level Up Their Performance
- Peanuts Can Fuel Your Fitness, Sports & Fitness Nutrition Expert says
- Fuel Your Body and Your Tastebuds With Peanuts
In addition to fueling athletes, peanuts can fit into your everyday lifestyle. Whether you’re studying for finals or prepping for a long day of classes, peanuts and peanut butter can be an important part of a nutritious eating plan for performance, recovery and well-being.
- Peanut Nutrition 101
- All About Heart Health
- Fight Hunger with Powerful Nutrition
- Eating Well When You’re Low on Energy
- Here’s How to Build A Healthy & Tasty Power Bowl
- Is Peanut Butter Good For You?
For even more resources on how to fuel your mental and physical performance with peanuts, check out our Nutrition and Wellness sections. Get recipes to fuel your lifestyle in our recipe section.
The Fuel Zone with The18
NPB and The18 have worked together to fuel soccer players since 2020. This year, we joined forces to create the Fuel Zone. Students tested their abilities with soccer darts and a vertical jump, and saw how they stacked up on their campus with a live leaderboard and competed for first place.
Students who completed the Fuel Zone activities had the chance to win a custom fuel box – filled with peanut products from participating brands and limited-edition merchandise from NPB and The18.
Hungry for more?
See our previous partnership with Chef T, the renowned chef behind the women’s soccer team in 2019. From France, to fueling champions, Chef T’s story is one of passion, teamwork and creating protein-rich recipes for athletes. As part of our work with Chef T, he created six delicious peanut recipes to fuel your wellness lifestyle:
- Crunchy Peanut Sushi
- Peanut Butter Banana Protein Balls
- Peanut Butter Bananas Foster
- Udon Noodle with Peanut Chili Sauce
- Grilled Chicken Skewers with Peanut Chili Sauce
To see even more work we’ve done with The18, check out the National Peanut Board section on their website.
The Fuel ZoneA Community of Health (Nut) Enthusiasts
The Health Nut Club was more than just a platform – it was a movement. We brought together a diverse group of individuals passionate about health, wellness and sustainability, and offered a space for members to share tips, recipes, inspiration and more. A place for those who valued wellness and sustainable living. A place for people who loved wellness as much as they loved peanuts– a place for Health Nuts!
You can still join the Health Nut Club virtually by joining our Instagram Community. There, you can learn more about wellness routines by interacting with our Health Nut Club Content Creators:
- Jada Wesley(@jadawesley): Florida International University student known for her aesthetically pleasing videos
- Peyton Koch(@peyton.koch): Student creator sharing wellness routines for dorm life
- Matt Colombo(@mattcolombo): Football player at the University of San Diego who shares nutrition and wellness content
- Hunter Friesen (@hunterfriesen): Hockey player at Arizona State University, sharing a glimpse into the life of a student athlete
- Gabs Jaquez (@gabrielajacquez): Basketball player at UCLA who shares her daily routines
- Brooke Elle(@itsbrookeelle): Yoga instructor and content creator living in Los Angeles
- Camden Elijah (@camdenelijahh): Student content creator living a wellness-focused lifestyle in New York City
- Tristan Trivers(@tristintrivers): Student creator at Florida Atlantic University with a passion for wellness and running
Shopper Marketing
Take a Crack at Wellness Retail Initiatives
Rounding out our fully integrated Health Nut Club campaign, the National Peanut Board unveiled a fresh direction in shopper marketing, which ran through October 2025. The campaign encouraged Gen Z to “take a crack at wellness”, with a dynamic mix of digital and in-store experiences. From eye-catching online ads and LED video displays to shelf toppers and recipe links, every element was crafted to fuel on-the-go performance with peanuts!
Our retail partners included:
Health and Wellness Matter to Gen Z
Health and wellness are top priorities for Gen Z, with 87% of Gen Z men and 85% of Gen Z women listing healthy eating as important to them. This generation is redefining mealtimes and snacking for themselves, often opting for snacks as meal replacements due to their busy, on-the-go lifestyles. The Health Nut Club recognized these unique preferences and provided approachable and fun information and resources to help Gen Z maintain their health and wellness goals. By leveraging the power of social media and digital content, the Health Nut Club created a buzz and built a community that celebrated the many benefits of peanuts.
