Skippy (brand)

Skippy (brand)
Name	Skippy
Type	Peanut butter
Currentowner	Hormel Foods
Country	United States
Introduced	01 February 1933
Related	List of peanut butter brands
Website	https://www.skippy.com

Skippy (brand). Skippy is an iconic American brand of peanut butter first introduced in 1933 by Percy L. Spencer of the Rosefield Packing Company. It is notable for pioneering the homogenized, creamy style of peanut butter and for its long-running advertising campaigns. Acquired by Hormel Foods in 2013, the brand is sold globally and remains one of the best-selling peanut butter brands in the United States and worldwide.

History

The brand was created by inventor Percy L. Spencer, who later gained fame for his work on the microwave oven while at Raytheon. He developed the product for the Alameda, California-based Rosefield Packing Company. A key innovation was the 1935 introduction of a valve that prevented oil separation, creating a stable, homogenized spread. The brand grew rapidly, competing directly with Procter & Gamble's Jif and Smucker's Goober. Ownership changed several times, passing through CPC International, which later became Best Foods, and then to Unilever in 2000. In a significant shift for the American food industry, Hormel Foods purchased the brand from Unilever in 2013 for approximately $700 million.

Products

The core product line includes Creamy and Super chunk varieties, which have been staples for decades. The brand has expanded to include reduced-fat options, honey-flavored blends, and protein-enriched versions. It also produces peanut butter-based snack items like Skippy P.B. Bites and Skippy Singles portion packs. Internationally, product formulations sometimes vary to meet local tastes, such as different sweetness levels or the inclusion of ingredients like palm oil. The brand's packaging, particularly its distinctive wide-mouth jar, is widely recognized.

Marketing and advertising

Early advertising famously featured the comic strip character Skippy, created by Percy Crosby, though the association was later discontinued. A major and enduring campaign introduced the tagline "**Skippy's for kids who know what they want!**" in the 1950s. Television commercials often highlighted the product's spreadability and taste, frequently targeting families and children. In the 21st century, marketing has leveraged partnerships, social media campaigns, and sponsorships, including a notable tie-in with the Major League Baseball team the St. Louis Cardinals. The brand's mascot, a cartoon boy in a red sweater, remains a key visual identity.

Manufacturing and distribution

Primary manufacturing for the North American market occurs at a large facility in Little Rock, Arkansas. Hormel Foods operates this plant, which is one of the largest peanut butter production sites in the world. For global markets, production is also licensed to or handled by co-packers in countries like China and in Europe. The brand's supply chain relies heavily on U.S. peanut growers from states like Georgia, Alabama, and Texas. Distribution is extensive, with products available in major retailers like Walmart, Kroger, and Target, as well as through international grocery chains.

Cultural impact

Skippy peanut butter is deeply embedded in American cuisine, commonly used in PB&J sandwiches, baked goods, and as a cooking ingredient. It has been referenced in numerous television shows and films, often as a symbol of childhood or everyday American life. The brand has been part of U.S. humanitarian aid programs, including the U.S. Department of Agriculture's Food for Peace initiative. Its name is sometimes used generically to refer to peanut butter in certain regions, demonstrating its significant brand recognition. Collectors seek out vintage advertising memorabilia and jars, which are considered pieces of American advertising history.

See also

* Jif (brand) * Peter Pan (peanut butter) * Peanut butter * Hormel * List of spreads

Category:American brands Category:Peanut butter brands Category:Hormel Foods brands Category:Food and drink companies established in 1933