The Peanut Butter category has a new player. While Kraft has long been the market leader with big market share in Canada – smaller players are active in the category and the latest entrant is the Jif brand, which is now popping up on shelf and secondary displays across Canada.
This brand is owned by Smuckers and is part of their significant portfolio of brands that go well beyond its namesake jams and jellies.
Jif is a big brand in the US market and Smucker will be able to leverage the US innovation to bring unique products to Canada such as this Jif To Go product which contains eight individual portion cups of peanut butter for snacking.
While peanut butter is “off-limits” in a lot of environments due to food sensitivities, this product could carve out a solid niche in the category that delivers extra revenue and margin vs. the mainstay 1kg jar.