“Jif lovers enjoy their Jif in a variety of ways – in smoothies and snacks, as a key ingredient in cooking and baking, or even eating it ‘straight up’ with a spoon,” Rebecca Scheidler, vice president, marketing for the Jif Brand, said in a press release. You’ll be able to find it at Target (in stores and online), Amazon, and other retailers. The Jif Squeeze Creamy Peanut Butter will be available beginning in July 2020, a PR rep confirmed to Best Products. The 13-ounce pouch is filled with creamy peanut butter, which makes sense, since those peanut chunks wouldn’t be as easy to squeeze out, but you never know if that will be next up on the variety list. They just roll their eyes and they put up with it.As the name suggests, the new packaging is squeezable, so you can easily squirt it on your sandwich, in a smoothie, on top of ice cream, or anywhere you need a little protein-filled goodness. I'm always inventing and looking for ideas. My poor family, I have a wife and I have a five-year-old and a seven-year old, and any time we travel to another part of the country, another part of the world, they already know that any time we pass the grocery store I'm going to go in and I'm going to look at the products and flavors and see what the nut butter companies are doing. So my favorite thing to do is to create new products and to talk to customers. How involved are you actually in coming up with new ideas? How did you come up with the company name? (Just kidding.)Īctually, originally the company I created was called Paragon Peanut Butter because that had a nice little alliteration, but all of my friends were like, "Dude, what is Paragon? Dude, just call it Justin's." The business now includes many different flavors and products, including, my personal favorite, your dark chocolate peanut butter cups. It took me about a year to get it to work and made the world's first, I guess you could say, the world's first commercially viable nut butter squeeze pack. I borrowed $50,000 from my roommate's parents, and I bought my own squeeze pack machine, brought it to Boulder, got it working. I ended up finding a used squeeze pack machine that had done shampoo back in the '80s and it was sitting in Jersey in a warehouse needing to be reconditioned. I thought why isn't anybody putting peanut butter or almond butter into a little squeeze pack like these energy gels? Genius. I just want peanut butter or almond butter, you know? And then that was the ah-ha moment. All I really want is protein and I don't want just any protein. But in that moment I was just thinking to myself, man, you know what, right now I really don't want a sugary gel. So I had actually just taken a break from biking and I was eating an energy gel, like a Clif Shot or a Gu Gel. What made you think about squeezable nut pouches out on the trail? Personally, when I'm biking, I'm usually thinking about an upcoming hill or, if we’re being completely honest here, when the bike ride is going to be over. We tracked down THE Justin-or, as his friends call him, "PBG" for "Peanut Butter God"-to chat all things nut butter.Ĭourtesy You came up with the concept for Justin's squeezable packets of nut butters while mountain biking. His company was bought for a reported $286 million by Hormel back in 2016, and it now makes over 40 different products. He's also a master flavor technologist and a self-described "nut" for nuts. His full name is Justin Gold and he's a 41-year-old entrepreneur, father of two, and longtime Boulder, Colorado resident. As it turns out, we are indebted to an actual human being named Justin for curing our mid-afternoon empty-belly blues. Oh hell yeah.įirst introduced back in 2004, Justin's wide range of offerings now include everything from dark chocolate peanut butter cups to almond butter covered almonds-and they've become a staple office snack among millennials. You pull out a squeeze-pouch of Justin's peanut butter. Then, it dawns on you: you actually have a healthy-ish snack carefully stowed in your desk drawer for just this occasion. You're drained, exhausted, calorically-depleted.
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