ENTERTAINMENT

Jif settles the great debate with a GIF peanut butter jar

Feb 25, 2020, 8:04 AM
gif...
Jif is releasing a limited-edition jar of GIF peanut butter in a collaboration meant to be as smooth as the product itself. The limited edition jar is on the left. Credit: J. M. SMUCKER COMPANY

(CNN) — Jif is releasing a limited-edition jar of GIF peanut butter in a collaboration meant to be as smooth as the product itself.

The purpose is to “settle the great debate” over how to pronounce the looping image format that has overtaken in the internet, J.M. Smucker Company, the brand’s manufacturer, said in a press release.

Although Jif is obviously pronounced with a “soft G,” people often mispronounce the word “GIF,” which is short for Graphics Interchange Format. It’s said with a “soft G like the peanut butter and not a “soft G.” That’s according to creator Steve Wilhite, who made the declaration in 2013 while accepting a Webby Award.

Regardless of the official ruling, the internet has remained divided. Jif is partnering with GIPHY, a GIF search engine, to “put a lid on this decade-long debate”: Both GIF and the peanut butter are pronounced “Jif.”

The limited-edition jars are on sale for $10 on Amazon, just in time to celebrate National Peanut Butter Lover’s Day on March 1. (The typical price of the same-sized jar for regular peanut butter costs roughly half of that.)

Smucker’s is the latest brand to tap into the power of the internet for viral fame. Planters, owned by Kraft Heinz, recently shook up Twitter when it killed off its mascot Mr. Peanut in an accident. However, the ad faced minor backlash, and Heinz was forced to dial back promotion of the stunt following the death of NBA star Kobe Bryant.

Burger King also ignited the internet’s ire when it promoted a moldy Whopper, and Wendy’s regularly uses its Twitter account to lash its rivals.

Smuckers owns a number of consumer brands, including Folgers coffee, Meow Mix and Crisco. It reported better-than-expected earnings in November, but sales of its consumer foods slightly declined. Smucker’s recently said lower prices at supermarkets for peanut butter and coffee are hurting its bottom line.

Shoppers are also increasingly shifting their preferences toward more nutritious foods that are lower in calories. That poses a problem for peanut butter that’s packed with sugar. Competition is growing from innovative upstarts selling organic and natural products.

The-CNN-Wire
™ & © 2020 Cable News Network, Inc., a WarnerMedia Company. All rights reserved.

Today’s Top Stories

Entertainment

Actor Conor Leslie with her newly adopted dog, Delores at the FanX convention that was held Sept. 2...
Amie Schaeffer

DC Universe star finds fur-ever friend at SLC FanX convention

Ruff Patch Rescue is a nonprofit that helps adopt out animals that need a little extra TLC. The organization recently set up at FanX.
2 days ago
Netflix gaming...
Catherine Thorbecke, CNN Business

Netflix to open its own video game studio as part of gaming pivot

The streaming giant is building its first in-house video game studio in Helsinki, Finland, as it expands its empire over mobile games.
2 days ago
hurricane ian florida...
Forrest Brown, CNN

Status of Florida theme parks, cruise ships and more as Ian approaches

Floridians are keeping an anxious eye on Hurricane Ian, including the operators of Florida's popular theme parks.
3 days ago
(Photo courtesy of Salt_Verse on Twitter)...
Rachel Metz, CNN Business

This guy is using AI to make movies — and you can help decide what happens next

"Salt" resembles many science-fiction films from the '70s and early '80s. The way it was created points to what could be a new frontier for making movies.
5 days ago
BYU Student on Survivor...
Kate Davis

BYU student and youngest-ever Survivor contestant says he’s confident he will win

BYU Student and youngest-ever Survivor contestant, Sami Layadi, says he is confident he will win this season of the series
7 days ago
Cars get ready to race at Wings and Wheels...
Samantha Herrera

Wings and Wheels Festival coming to Spanish Fork

The Wings and Wheels Festival in Spanish Fork will provide all-day entertainment to attendees on both the ground and sky.
7 days ago

Sponsored Articles

Young woman receiving laser treatment...
Form Derm Spa

How facial plastic surgery and skincare are joining forces

Facial plastic surgery is not only about looking good but about feeling good too. The medical team at Form Spa are trained to help you reach your aesthetic outcomes through surgery and through skincare and dermatology, too.
large group of friends tohether in a park having fun...
BYU MBA at the Marriott School of Business

What differentiates BYU’s MBA program from other MBA programs

Commitment to service is at the heart of BYU’s MBA program, which makes it stand out among other MBA programs across the country.
a worker with a drill in an orange helmet installs a door in the house...
Price's Guaranteed Doors

Home improvement tip: Increase the value of your home by weatherproofing doors

Make sure your home is comfortable before the winter! Seasonal maintenance keeps your home up to date. Read our tips on weatherproofing doors.
Curb Appeal...
Price's Guaranteed Doors

How to have the best of both worlds for your house | Home security and curb appeal

Protect your home and improve its curb appeal with the latest security solutions like beautiful garage doors and increased security systems.
A paper reading IRS, internal revenue service is pictured...
Jordan Wilcox

The best strategies for dealing with IRS tax harassment | You have options!

Learn how to deal with IRS tax harassment. This guide will teach you how to stop IRS phone calls and letters, and how to handle an IRS audit.
spend a day at Bear Lake...
Bear Lake Convention and Visitors Bureau

You’ll love spending the day at Bear Lake | How to spend a day at Bear Lake

Bear Lake is a place that needs to be experienced. Spend a day at Bear Lake.
Jif settles the great debate with a GIF peanut butter jar