Jif (peanut butter)
Overview
 
Jif is a brand of peanut butter
Peanut butter
Peanut butter is a food paste made primarily from ground dry roasted peanuts, popular in North America, Netherlands, United Kingdom, and parts of Asia, particularly the Philippines and Indonesia. It is mainly used as a sandwich spread, sometimes in combination as in the peanut butter and jelly...

 made by The J.M. Smucker Co.
The J.M. Smucker Co.
The J. M. Smucker Company is a manufacturer of fruit spreads, ice cream toppings, beverages, shortening, natural peanut butter and other products in North America. Smucker's headquarters are located in Orrville, Ohio.- History :...

, which purchased the brand from Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....

 in 2001. The original Creamy Jif peanut butter debuted in 1958. In 1974, Extra Crunchy Jif was introduced, followed by Simply Jif in 1991, a peanut butter variant with low-sodium and less sugar than regular Jif. Reduced Fat Jif was introduced three years later in 1994.

Since 1981, Jif has been the leading peanut butter brand in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

.
For many decades, TV commercials for the product have ended with the tagline, "Choosy mothers choose Jif" and, in the 1990s, "Choosy moms choose Jif." During the 2000s, the tagline was again updated, now being said as "choosy moms, and dads, choose Jif."

A recent ad features an example of a divide and choose
Divide and choose
In problems of fair division, divide and choose is a two-party proportional envy-free allocation protocol. The protocol also works for dividing an undesirable, as in chore division....

 scenario.

From 1998 to 2000, there was also a musical jingle that accompanied many Jif ads, which used the lyrics, "Moms like you choose Jif, choose Jif!"
There are now eight different kinds of Jif Peanut Butter: Creamy, Extra Crunchy, Simply Jif (low sodium and sugar), Reduced Fat, Reduced Fat Crunchy, Peanut Butter & Honey, Natural Jif, and 100% Organic Peanut Butter.
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