The jury is still out on this less-than-one-year-old extension, but one measure of an idea is your thought upon first hearing it. “What took them so long?” was my reaction to this idea from 106-year-old Planters (a division of Kraft Foods), which is pretty much the second name that comes to mind when I think of anything peanuty. (The first? George Washington Carver, of course.) Introduced nine months ago, PPB’s share of the very competitive peanut butter market is already in the mid single digits. And how can you not like a brand whose, um, spokespeanut is voiced by Johnny Drama! (Actually, how can you not like a brand that has a spokespeanut?)