Skippy (peanut butter)
|Product type||Peanut butter spread|
Rosefield Packing Co.
Skippy is a brand of peanut butter manufactured in the United States and China. First sold in 1932, Skippy is currently manufactured by Hormel Foods, which bought the brand from Unilever in 2013. It is the best selling brand of peanut butter in China and second only to the J.M. Smucker Company's Jif brand worldwide.
Percy Crosby, creator of the popular "Skippy" comic strip (1923-1945), which had been adapted into the 1929 novel Skippy, the daytime, children's radio serial Skippy (1932-1935), and the Oscar-winning 1931 film Skippy, had trademarked the name "Skippy" in 1925. When in 1932 the Alameda, California, food packer Joseph L. Rosefield began to sell its newly developed hydrogenated peanut butter, which it labeled "Skippy" without permission, Crosby successfully had the trademark invalidated in 1934. Rosefield persisted using the name and after Crosby was committed to an asylum and after the passage in 1946 of the Lanham Act, Rosefield was granted rights to the trademark.
In 1955, Rosefield 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.
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- Skippy.com website
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