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Food company Planters, which recently killed off Mr. Peanut, unveiled a new mascot during the Super Bowl on Sunday known simply as “Baby Nut.”
The miniature legume appears to be some sort of reincarnation of its predecessor, minus the monocle and cane. The character rose from the grave of Mr. Peanut as everyone from Mr. Clean to the Kool-Aid Man looked on.
“Hello world, I’m happy to be back,” a tweet from the @MrPeanut account stated. “I can’t believe everyone came together for little old me!”
News of Baby Nut’s emergence immediately spread online, leading the hashtag #BabyNut to trend on Twitter.
And as you’d expect, the internet had opinions about the new face of Planters. Many fell in love with Baby Nut immediately.
“Everyone shut up and LOOK AT HIM,” Twitter user @dreamxboys wrote. “I think I love him more then literally anyone and anything ever.”
“Baby Yoda watching y’all try to steal the spotlight,” Twitter user @_vmartinez53 wrote. “Not working.”
Many envisioned Baby Yoda plotting to destroy Baby Nut. It can be turned into peanut butter, after all.
“Baby Yoda about to use The Force on this Baby Nut charlatan trying to take his place,” Twitter user @mrjafri wrote.
But perhaps more than anything, Twitter users were just outright confused as to why Planters thought the name Baby Nut was a good idea. Some even felt uncomfortable typing it out.
“Whoever thought of the phrase #BabyNut should reconsider accepting their marketing degree,” Twitter user @Lanipator wrote. “I feel dirty reading it. But dirtier writing it.”
And you can say #BabyNut on tv now? Y’all 2020 is wild.— Austin Creed - Future King (@XavierWoodsPhD) February 3, 2020
Everyone is also convinced that the FBI will be breaking down doors at any moment thanks to the viral hashtag.
“Someone at the FBI having a long day adding people to lists who tweet out #babynut,” Twitter user @straightedge109 wrote.
Someone at the FBI having a long day adding people to lists who tweet out #babynut— Tyler Wilson (@straightedge109) February 3, 2020
But the true question is whether Baby Nut will have the same staying power as Baby Yoda, who has seemingly invaded every aspect of modern society.
The world must now decide: Baby Groot, Baby Jabba the Hutt, Baby Yoda, or Baby Nut?
Mikael Thalen is a tech and security reporter based in Seattle, covering social media, data breaches, hackers, and more.