I look at 2021 and say, "You've got potential growth from supply, you've got growth in innovation, a lot of marketing investment in the marketplace." So good upside in 2021. There are a lot of good options in front of consumers. We're seeing really good growth in the innovation space from all brands in nut butters. It's not just Jif that's come out with innovation this year. And I think next year, without that constraint, there's some growth potential there for peanut butter. Obviously, aflatoxin peanut supply was a bit constrained this year. Every day we're looking at what the next six months are going to look like? What the next 12 months are going to look like?įor peanuts specifically, a couple of things that I see. Things like hurricanes and touch each of us, not only from a business perspective, but personally. There are a lot of questions that we recognize. JC: Things are looking good on the crop front. What are you expecting through the rest of this year and into 2021 in terms of peanut butter? RL: Jake, I saw your presentation at the American Peanut Shellers’ pre-harvest meeting a few weeks ago, and you reported the peanut butter category is up about 19% March through July.
#Choosy choose jif trial#
We had to adjust really quickly as far as our marketing plan to make sure we've not only got the product on the shelf, but we're also driving really good awareness and trial of the product once it gets to the stores. A lot of people are buying their groceries online versus going into the store. I'm sure a lot of you are dealing with the change as well, asking yourself every day, What's the right move to make here? What changes do we make? What could happen down the road? Consumers are shopping in different places than they were before. And I can’t tell you how hard we worked to get these out to the market, but we're just excited to see them on shelf today.įrom what went really well, I'd say the manufacturing team, the operations team, and the innovation partners that I work with, there was no doubt that we were going to get these to market. JC: We felt like getting these out to the market was the right thing to do. Were there particular aspects of the launch that went really well or that were more difficult because of the pandemic? RL: You launched two new products this spring and summer, Jif No Added Sugar and Jif Squeeze.
Smucker Company’s Jif brand has been hard at work making sure shelves are stocked and giving consumers even more ways to love and use peanut butter with the launch of two new products.ĭuring a Septemwebinar, Director of Brand Strategy for Jif Jake Calhoun (JC) chatted with National Peanut Board Senior Vice President & Chief Marketing Officer Ryan Lepicier (RL) about how Jif is faring during this time, what trends they see around the corner and how Smuckers is showing it’s a company with a big heart.
One year after transitioning from the “Choosy Moms Choose Jif” consumer marketing campaign to “That Jif’ing Good”, The J.M.
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