Kraft Launches Campaign to Help Canadians Pay for Epinephrine Auto-Injectors

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Kraft Heinz believes all Canadians should have equal access to life-saving medication like epinephrine – and it should not cost more than a jar of peanut butter. That’s why the company is launching its Protection for Peanuts initiative, a fund to help offset the cost of life-saving epinephrine auto-injectors.

Said Alexis LaFreniere, an NHL player with a life-threatening peanut allergy and spokesperson for the initiative:

I’ve relied on my allergy medication to keep me safe my whole life, many may not know this, but you need more than one auto-injector – and they expire every year – so I always make sure I have several on me at all times. It’s truly a lifeline for me and millions of Canadians. I’m proud to be a part of the campaign this year, and as somebody who lives with a peanut allergy, I am grateful that Kraft Peanut Butter is supporting the food allergy community with such an important cause.

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According to Food Allergy Canada, less than 50 percent of individuals with food allergies in Canada have access to epinephrine auto-injectors and one of the major barriers to access is the average cost of CAD $120 ($95 USD).

According to the company, more than three million Canadians are impacted by food allergy and potentially at-risk of a severe allergic reaction requiring life-saving epinephrine, the only treatment for anaphylaxis. While coverage varies from province to province, out-of-pocket costs rely heavily on income level and private insurance and many Canadians are on the hook for their life-saving medication every year. 

Said Daniel Gotlib, Associate Director, Brand Building & Innovation at Kraft Heinz:

We are passionate about nourishing Canadians and as the market leader in the peanut butter category, are deeply connected to the food allergy cause. Through Protection for Peanuts, the hope is to shed light on allergy medication coverage gaps in Canada and help offset the costs of life-saving medication to drive meaningful change.

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As of November 22nd, Canadians with less than 100% coverage can visit Kraft Peanut Butter’s Protection For Peanuts Fund at www.protectionforpeanuts.com and submit their receipts to be reimbursed for their out-of-pocket expenses, making their allergy medication cost no more than a jar of peanut butter.


We at SnackSafely.com applaud the Kraft Heinz company for their #ProtectionForPeanuts initiative. We urge the company to launch a similar initiative in the US to help their American consumers coping with food allergies afford the same life-saving epinephrine.


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Dave Bloom
Dave Bloom
Dave Bloom is CEO and "Blogger in Chief" of SnackSafely.com.

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