Jif is a brand of peanut butter made by The J.M. Smucker Co., which purchased the brand from Procter & Gamble in 2001.[1] The original Creamy Jif peanut butter 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]
Since 1981, Jif has been the leading peanut butter brand in the United States.[2]
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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." During the 2000s, the tagline was again updated, now being said as "choosy moms, and dads, 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]
There are now eight different kinds of Jif Peanut Butter: Creamy, Extra Crunchy, Simply Jif (low sodium and sugar), Reduced Fat, Reduced Fat Crunchy, Peanut Butter & Honey, Natural Jif, and 100% Organic Peanut Butter. Jif is also available in a sixpack of individual servings of Jif Peanut butter, sold under the name "Jif to Go."[6]
All variants of Jif are produced at a facility in Lexington, Kentucky, which is the largest peanut butter production facility in the world.[7]
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