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Kraft Peanut Butter to release Learning Pronouns book

Kraft Heinz Canada is preparing a promotion for its Kraft Peanut Butter product line timed to coincide with Transgender Awareness Week. Beginning Nov. 20, consumers can visit <> to purchase a copy of a limited edition book called His, Hers, Them & Theirs: Learning Pronouns with the Bears, written by Nick North. The book, which features product spokescharacters Crunchy and Smoothie, is intended to encourage families to discuss pronoun use. Proceeds from these sales will be donated to organization supporting the transgender and LGBT communities. Kraft will also donate $15,000 to the organization Rainbow Railroad.

“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,” said Jacqueline Chao, manager of brand building and innovation at Kraft Heinz Canada. “Educating the next generation of Canadians to stick together is an important part of setting up a future of inclusivity for all, and we hope this book and our bears can help facilitate learning to move the conversation forward.”

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