Reuters reported yesterday that ConAgra Foods Inc.  is gearing up to bring Peter Pan back to life.

The company plans to relaunch the peanut butter this month with a new jar, a money-back guarantee and an extensive direct marketing campaign to reach 5 million Peter Pan consumers.

David Palfenier, president of grocery for ConAgra, was quoted as saying, "Our full intent is to regain the trust from both our consumers and our (retail) customers so that we can regain the business that we had, or even more."

The Salmonella contamination, which was likely the result of a leaky roof and faulty sprinklers, sickened 628 people in 47 states and caused the company to shut down its Sylvester, Georgia, plant, the company’s lone peanut butter plant.

According to the story, 80 per cent of former Peter Pan users have told ConAgra they will once again use Peter Pan and three-of-five retailers are reportedly going to give Peter Pan more shelf space than before the outbreak.

Palfenier would not say how much ConAgra planned to spend on the relaunch, but did indicate it would be the single-largest investment ever made in Peter Pan.