Wednesday, May 05, 1999

New Jif peanut butter flavors to go national




BY RANDY TUCKER
The Cincinnati Enquirer

        Prepare to taste the future of peanut butter. And it might come in Apple-Cinnamon, Berry Blend and Chocolate Silk flavors.

        Procter & Gamble Co.'s new Jif Smooth Sensations flavored peanut butter was a big hit in test markets in Texas and Colorado, leading P&G to start talking about rolling the brand out nationally.

        “These test products would be additions to the Jif line,” said Christina Jacob-Schneider, a spokeswoman for P&G. “We had a very good and very strong test market, and right now, we expect to go national sometime within the next few months.”

        An article in this week's issue of Brandweek magazine, an industry publication, said P&G already has made plans to begin marketing the new flavored peanut butter line made with chunks of real fruit or chocolate.

        According to Brandweek, P&G will begin shipping trial-size versions of the regular 18-ounce, wide-mouth jars of Jif Smooth Sensations to retailers next month.

        Television, print and radio ads from Grey Advertising in New York will begin running in August to support the launch, Brandweek said.

        Jif is the leading brand in the $810 million peanut butter category, according to market tracker Information Resources Inc. of Chicago.

        For the 52-week period that ended March 28, Jif had sales of $271.9 million, compared with $158.6 million for Heinz's Skippy brand and $153.5 million for private-label brands.

       



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