Jif (peanut butter)

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Jif
Jar of creamy Jif.
Product type Peanut butter
Owner The J.M. Smucker Co.
Country U.S.
Introduced 1958
Markets U.S.
Previous owners Procter & Gamble
Tagline "Choosy Moms Choose Jif"
Website www.jif.com

Jif is a brand of peanut butter made by The J.M. Smucker Company, which purchased the brand from Procter & Gamble in 2001.[1] The original Creamy and Crunchy style Jif peanut butters both debuted in 1958.[2] In 1974, Extra Crunchy Jif was introduced, followed by Simply Jif in 1991, a peanut butter variant with low sodium and less sugar than regular Jif. Reduced Fat Jif was introduced three years later in 1994.[2] In 2014, Jif Whips was released as the first whipped peanut butter,

Since 1981, Jif has been the leading peanut butter brand in the United States.[2]

Advertising[edit]

In 1958, the brand rollout in the US involved a heavily publicized house-to-house distribution of free sample jars from special trucks emblazoned with the then Jif mascot, the "Jifaroo", a blue kangaroo.

An early slogan was "Jif is never dry; a touch of honey tells you why." Early advertising also emphasized the beveled edge of the jar base, meant to make it easier to get the last bit of Jif out of the corner.

For many decades, TV commercials for the product have ended with the tagline, "Choosy mothers choose Jif" and, in the 1990s, "Choosy moms choose Jif."

A recent ad features an example of a divide and choose scenario.

From 1998 to 2000, there was also a musical jingle that accompanied many Jif ads, which used the lyrics, "Moms like you choose Jif, choose Jif!"[3][4][5]

Production[edit]

Jif production plant, Lexington

There are now ten different kinds of Jif Peanut Butter: Creamy, Extra Crunchy, Simply Jif (low sodium and sugar), Reduced Fat, Reduced Fat Crunchy, Natural Creamy, Natural Crunchy, Jif Omega-3 Creamy, Jif Omega-3 Crunchy and Chocolate Silk. Jif is also available in a 3-pack and 8-pack of individual servings of Jif Peanut butter, sold under the name "Jif to Go." In 2014, Jif introduced a new peanut butter-flavored breakfast cereal (manufactured under license by Kellogg's), met with positive feedback.[6]

On May 7, 2012, Jif announced a new line of hazelnut spreads, which will be produced in Chocolate and Mocha Cappuccino flavors.[7]

All variants of Jif are produced at a facility in Lexington, Kentucky, which is the largest peanut butter production facility in the world.[8]At the present time, factory tours are not permitted.

See also[edit]

References[edit]

External links[edit]