Skippy (peanut butter)
|Product type||Peanut butter spread|
Rosefield Packing Co.
"Skippy" was first used as a trademark for peanut butter by the Rosefield Packing Co., Ltd., of Alameda, California, owned by Joseph L. Rosefield, in 1933. Percy Crosby, creator of the "Skippy" comic strip (1923), who had trademarked the name in 1925, had the trademark invalidated in 1934, but Rosefield persisted, succeeding after the passage in 1946 of the Lanham Act. In 1955, he sold the brand to Best Foods. Its successor companies, most recently Unilever and Hormel, claim rights to the trademark over the objection of Crosby's heirs, and much litigation has occurred on this point over the decades, some of which has continued into the 2000s.
Skippy is sold in many different sizes, including a 4-pound (1.8 kg) jar, known as the "Family Jar". In late 2000, Skippy reduced their standard jar size from 18 ounces (510 g) to 16.3 ounces (460 g) by adding a "dimple" in the bottom of the jar while retaining the jar's height and diameter.
Skippy has used several cartoon and celebrity spokespersons in its advertising, including Dennis the Menace, actress Annette Funicello, and speed skater Bonnie Blair. A cartoon squirrel was featured on the packaging in Canada as an homage to the Squirrel brand of peanut butter that was acquired by Unilever in June 2000; however, the Skippy brand was pulled from the Canadian market in early 2017.
- Michaud, Jon (2012-11-28). "A Chunky History of Peanut Butter". The New Yorker. ISSN 0028-792X. Retrieved 2016-06-06.
- Hormel. "SKIPPY® Brand". www.hormelfoods.com. Retrieved 2016-06-06.
- Hormel. "Hormel Foods closes acquisition of U.S. Skippy® peanut butter business". www.hormelfoods.com. Retrieved 2016-06-06.
- Isidore, Chris (January 3, 2013). "Spam maker buys Skippy peanut butter". CNN Money. CNN. Retrieved 2013-01-03.
- "Skippy v. Skippy: The Great Peanut Butter Trademark Wars | Trademark and Copyright Law". www.trademarkandcopyrightlawblog.com. Retrieved 2016-06-06.
- Krampner, Jon (2014). Creamy and Crunchy: An Informal History of Peanut Butter, the All-American Food. Google Books: Columbia University Press. p. 86. ISBN 0231162332.
- Skippy.com website
- Hirsch, Jerry (2008-11-09). "On store shelves, stealthy shrinking of containers keeps prices from rising". Los Angeles Times. Retrieved 2008-11-17.
- "Success is peanuts for skippy facility: the sole packager of a Unilever flagship brand uses hard work and flexibility to adapt to new demands". Food & Drug Packaging. May 2004.