US snack maker Lance is continuing its campaign to let consumers know its peanut-based products are safe in light of the current peanut recall.

A website,, has been set up by the company to “clarify consumer confusion” about the safety of its peanut butter sandwich crackers and peanut products, which it insists are not part of the recall.

Since the beginning of the peanut butter recall a month ago, Lance has undertaken a number of measures to get the message across to consumers including a multi-media campaign involving a YouTube video message from its president and CEO Dave Singer, half-page colour adverts and emails to consumers, suppliers, retailers and employees.

“Peanut butter sandwich crackers are very important to our company,” said Singer. “As more products are implicated by this recall and as more details are revealed about the actions by PCA, we understand how confusing it can be for consumers to determine what products are safe to eat. That is why Lance is taking such extraordinary measures to reassure consumers about the safety of Lance products.”

Lance said it makes 100% of the peanut butter used in its sandwich crackers and follows a “strict, in-depth” quality control programme that includes “extensive testing of its peanut butter at multiple phases of the production process”.

To date, some 600 people in 43 US states have been infected with the outbreak strain of salmonella. Eight deaths have also been linked to the outbreak, while one person has also been taken ill in Canada.