Easy Squeezy: Jif Extends Packaging Innovation


After innovating its peanut butter packaging into a squeeze-tube container, J.M. Smucker is bringing the same design to its line of Natural Peanut Butter Spread.

Like the design first introduced last year, the multi-serve 13-ounce Jif Natural Squeeze Creamy Peanut Butter Spread is constructed to more easily portion out contents for use in recipes or smoothies. The new packaging will be promoted in the brand’s nationwide "Gladiator" commercial that demonstrates how the peanut butter can be enjoyed without the use of a spoon.

"We're excited to expand our innovative Jif Squeeze product line, giving Jif peanut butter lovers more ways to enjoy," said Jake Calhoun, Jif Brand director of brand strategy. "Now you can get the last ounce of squeezable, creamy goodness in an additional variation – because it's That Jif'ing Good!"

J.M. Smucker, the No. 77 consumer goods company, includes such other brands as Folgers, Milk-Bone and Café Bustelo in its portfolio.

More on Package Innovation