Skippy injects new flavor to fight P&G's Jif

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Bestfoods and Nestle USA are teaming to introduce a new flavored Skippy peanut butter aimed at older kids and snack-hungry teens.

The co-branding move follows Procter & Gamble Co.'s launch last summer of Jif Smooth Sensations, a flavored line that includes a Chocolate Silk variety. Bestfoods' entry, Skippy Doubly Delicious, incorporates Nestle Tollhouse morsels and Nestle Crunch morsels into its blend.

Bestfoods is expected to heavy up on media spending for the launch beyond Skippy's $4 million outlay measured by Competitive Media Reporting during the first 10 months of 1999. P&G put $9 million in measured media spending behind Smooth Sensations during the same time period.


The Skippy Doubly Delicious TV spots begin in April and run through June. Crafted by BBDO Worldwide, New York, the commercials will star New York Yankees' shortstop Derek Jeter. The spots play up the co-branded products as a delicious snack to an age group graduated from plain peanut butter and jelly.

To encourage usage other than in sandwiches, Bestfoods will partner with Nabisco Biscuit Co.'s Ritz brand later this year, offering a discount to consumers who buy the two products together. A similar effort will pair Skippy Doubly Delicious with sibling brands Entenmann's baked goods and Thomas' English muffins in May.

Jif is the leader in the $829 million peanut butter category with sales of $290 million for the 52 weeks ended Dec. 5, according to Information Resources Inc. Skippy was No. 2, with sales of $162 million.

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