The folks at JIF peanut Butter warned us thy were going to mix things up mo4e than a bit this year… They started with a logo makeover. And now, they’re going boldly where no peanut butter brand has gone before, with two new ‘flavours’ of PB Ramen!
It’s usually the noodle makers who introduce new flavours and cultural samplings in their niche. But JIF has invaded the ‘cup noodle’ space with its own instant Ramen offerings. No, they’re not cross-overs with any known noodle brand. They’re all-JIF!
Mild or wild?
If you like it mild, you can choose regular PB Ramen. If you prefer it hotter and more exotic, you can opt for Pad Thai. Both are subtitled, “Flavoured ramen with other natural and artificial flavours’. I’ll leave you to decipher the lengthy ingredients list for yourself.
I’ve seen no reviews of these new products yet. And I haven’t seen them yet in any of the super-markets I regularly haunt. But I’ll pass on to you any additional intelligence I receive…
‘On a tear’
That’s the phrase my Mom used to use when describing someone who was ‘all-in, and going all-out’ on a project. Ad it described perfectly he approach JIF is taking in updating and elevating its brand image.
Along with the logo update, the brand launched a series of videos demonstrating new and creative applications for peanut butter.
They’ve also invested in a major website update, featuring cheeky slogans such as, “You probably want to lick your screen. Because whatever you put it on, JIF peanut butter makes it better!”
Significantly… JIF has up-branded their flagship product as ‘The People’s Peanut Butter’.
They needed this…
JIF has been playing the ‘heritage’ game – spending just enough on advertising to keep the name out there; counting 0n established fan loyalty and shopping habits to maintain sales. But there’s action all over the manufactured-foods brand landscape. Competitors have been siren-calling JIF’s fan base with louder voices and more-attractive enticements than ever before.
So… It’s fitting that JIF is making much of its first full-scale brand makeover in decades.
Survey says…
The fans have weighed in, via social media, on the new Ramen cups, even though products are not widely available yet…
“Can’t wait to get more!” reported one fan who added chicken and veggies to the basic microwave meal. “I really liked the pb [peanut butter] one.”
“The regular peanut butter flavor ramen is surprisingly very good,” wrote another, adding, “I wanted more when I was finished.”
“I wasn’t expecting much from them… but they’re legitimately very very good,” commented a third user, commenting specifically on the Thai-inspired version.
My take
In spite of what some (obviously ill-informed) commenters are saying about the ‘nuttiness’ of pairing peanut butter with Ramen, I have to point out that JIF made cool, calculated and inherently safe de-cisions, there. Think of all Asian dishes and culinary styles that feature peanuts, peanut sauce and peanut butter on their ingredient lists. There are soups and stews in West Africa. There are many uniquely Caribbean dishes…
From another angle: None of the competing brands has capitalized on the connection between PB and noodles, much less created products spotlighting the classic association in their promo efforts.
And let’s not underestimate the connection between the younger Gens’ penchant for new flavours and more-exotic dining experiences, their tendency to cook at home more than their forebears, and their persistent demand for convenience.
I think JIF has delivered a master stroke, jumping the cue from near the back to out front, with a well-conceived, perfectly targeted and substantial makeover! They deserve a healthy return on their investment!
~ Maggie.