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Planters confirmed that Mr. Peanut died during a pre-Super Bowl ad and nut lovers everywhere Wednesday are mourning his death.

The snack company posted the ad of Mr. Peanut, clad in his signature top hat and holding his black cane, and his friends, Wesley Snipes and Matt Walsh, getting into a car accident to social media Tuesday. As the trio tries to escape the swerving NUTmobile, they cling to a tree branch. While they were momentarily safe, their combined weight nearly snaps the branch until Mr. Peanut decides to let go and sacrifice his life to save his friends.

“It’s with heavy hearts that we confirm Mr. Peanut has passed away at 104 years old,” Samantha Hess, planters brand manager at Kraft Heinz, said in a statement. “He will be remembered as the legume who always brought people together for nutty adventures and a good time."

It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut pic.twitter.com/VFnEFod4Zp — The Estate of Mr. Peanut (@MrPeanut) January 22, 2020

According to Hess, fans can "tune into Mr. Peanut's funeral" during the third quarter of the Super Bowl when the company's full ad will premiere.

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"I'll do my best to honor his legacy and be there for my friends like he was always there for me even until our last wild ride together," Walsh said in a statement encouraging viewers to "pay their last respects" during the Super Bowl.

But some fans are not waiting until the Feb. 2 game to pay tribute to their favorite animated nut.

For me, Mr. Peanut's most iconic moment will always be his appearance in the background of Mariah Carey's TRL breakdown, which I have watched at least 30 times (lord forgive me). That rascally legume looming over Mimi ... it gets me every time. pic.twitter.com/GMBBA8ajoG — Mark Joseph Stern (@mjs_DC) January 22, 2020

"Always classy, always crunchy, always cleaned up nicely," read a tweet from the official Mr. Clean account. "We'll miss him!"

"As a kid with a severe peanut allergy, I was raised to fear Mr. Peanut," tweeted another person. "But he always seemed so pleasant and jovial. He will be missed!"

I miss him already. — Emily Miller (@emilymiller) January 22, 2020

Yet some remain critical of Mr. Peanut, even after his death, while others questioned whether Mr. Peanut was actually dead.

"Mr. Peanut, who wore a monocle and top hat while selling fellow peanuts, was the ultimate capitalist," tweeted editor Jonathan Cohn.

Mr Peanut represented the elite. the 1%. He became rich by selling the bodies of his brothers. And now that the life has drained from his body, I can complete my promise to eat the rich. — Quinton Reviews 🎬 (@Q_Review) January 22, 2020

"These marketing IDIOTS think I’m gonna fall for their obvious 'Mr. Peanut is dead' ploy?," wrote comedian Ian Abramson. "They’ll have a funeral for Mr. Peanut at the Super Bowl. Here’s the thing: he’s a nut (legume, I know, but still). His buried body will GROW more peanuts."

Not to be unsensitive but do y’all think Mr. Peanut is really dead or is it just a marketing stunt. 🤔 — Louis Peitzman (@LouisPeitzman) January 22, 2020

[super bowl cuts to commercial break]



camera slowly pans along a desolate, stony valley. embedded in the hills we see a large boulder. the camera gets closer. the stone slowly begins to move, revealing a tomb. out of the darkness, he appears. it's mr. peanut. he has risen! — jordan (@JordanUhl) January 22, 2020

Mr. Peanut's death is only one of Planter's many promotional efforts as the Super Bowl approaches. The company said people who spot the NUTmobile up until Super Bowl Sunday will receive a pin celebrating Mr. Peanut’s life.

Fans can also enter to win commemorative packaging that shows Mr. Peanut throughout his lifespan from Jan. 24-Jan. 27.