Squirrel (peanut butter): Difference between revisions
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'''Squirrel''' was a Canadian brand of [[peanut butter]], marketed from about 1915 to about 2000. |
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'''Squirrel''' was a [[Canadian]] brand of [[peanut butter]] which was manufactured by [[Best Foods]] Canada from the 1980s until approximately 2000. The brand was known for containing one whole peanut which lay on the top of the peanut butter when the jar was first opened, hence the slogan "The One With The Peanut On Top!" and for the "peanut points" which may be collected and redeemed for prizes. The mascot was a brown [[squirrel]] wearing a green sweater, smiling and holding a peanut. After Best Foods was acquired by [[Unilever]] in the early 2000s, the brand was discontinued and [[Skippy (peanut butter)|Skippy]], another brand of peanut butter manufactured by Best Foods was temporarily renamed '''Skippy the Squirrel''' and featured a redrawn squirrel on the label; the peanut on top was eliminated. Eventually, '''Skippy the Squirrel''' reverted to its original name ('''Skippy''') as it is seen today and features the redrawn squirrel however, the inner freshness seal has a cartoon image of the original likeness of the squirrel from when the brand was manufactured by Best Foods. |
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==History== |
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[[File:Squirrel Peanut Butter tin.jpg|thumb|1.5 kg Squirrel Peanut Butter tin]] |
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Squirrel was originally manufactured by the Canada Nut Co. Ltd. of Vancouver, B.C., in 1915. For its initial 25 years or more it was marketed through Western Canada.<ref>Edmonton Journal, Sept. 19, 1940, p. 12</ref> Canada Nut Co created a subsidiary for their peanut products around 1931, called Squirrel Brand Products. The company was acquired by Vancouver food wholesaler Kelly, Douglas & Co in 1944, who continued to market Squirrel under the former Canada Nut Co moniker. In 1958 a second production plant was opened in the Toronto area (Ajax). By 1959 it was marketed across Canada through the [[Nabob (coffee)|Nabob Foods Limited]] division of Kelly, Douglas & Co. Ltd., then of Burnaby, B.C., which in turn was controlled by [[George Weston Limited]] and [[Loblaw Companies]].<ref>The Financial Post, Aug. 22, 1959, p. 19</ref> |
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In May, 1975, George Weston Ltd. sold the 81-per-cent interest it held in Kelly, Douglas to Loblaws.<ref>Calgary Herald, April 9, 1975, p. 53</ref> In 1976 Nabob Foods Ltd. became a wholly owned subsidiary of Jacobs Suchard AG of Switzerland. In June, 1981, Nabob Foods Ltd. sold the Squirrel brand to [[Canada Packers| Canada Packers Inc.]], to focus on its coffee business.<ref>Globe and Mail, June 13, 1981, p. B3</ref> |
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In December, 1990, Canada Packers sold the peanut butter business to a subsidiary of [[CPC International]] of Englewood Cliffs, N.J. CPC decided it would continue making Squirrel peanut butter, along with [[Skippy (peanut butter)|Skippy]] peanut butter, at a Montreal plant, owned by Best Foods Canada Inc., a subsidiary of CPC's Toronto-based subsidiary, Canada Starch Inc.<ref>Globe and Mail, Dec. 18, 1990, p. B8</ref> In 1997 CPC International split into Bestfoods Corp. and Corn Products International, Inc. |
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[[Unilever]] PLC (ULVR) London took over Bestfoods Corp. in June, 2000, for $20.3-billion (U.S.), acquiring the Squirrel brand in Canada. It discontinued the Squirrel brand, marketing only the [[Skippy (peanut butter)|Skippy]] brand after its acquisition, despite Squirrel's longer history in Canada. |
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Unilever temporarily renamed [[Skippy (peanut butter)|Skippy]] in Canada as "Skippy the Squirrel", featuring a redrawn squirrel on the label (Skippy had previously used a stylized peanut as its mascot). The Skippy brand was withdrawn from the Canadian market in 2017.<ref>{{cite web |title=Skippy peanut butter no longer for sale in Canada; fans stockpiling last jars |url=https://www.cbc.ca/news/business/skippy-peanut-butter-hormel-1.4095453 |website=[[Canadian Broadcasting Corporation]] |date=2017-05-03 |archive-url=https://web.archive.org/web/20221229201315/https://www.cbc.ca/news/business/skippy-peanut-butter-hormel-1.4095453 |archive-date=2022-12-29 |url-status=live |last1=Harris |first1=Sophia}}</ref> |
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==Characteristics== |
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[[File:Squirrel peanut butter 1927 ad.jpg|thumb|left|1927 ad for the product.]]Squirrel was known for containing one whole peanut which lay on the top of the peanut butter when the jar was first opened, hence the slogan "The One With The Peanut On Top!" The peanut on top was eliminated when rebranded as Skippy. The brand was also known for "peanut points," which could be collected and redeemed for prizes. The mascot was a brown [[squirrel]] wearing a green sweater, smiling and sometimes holding a peanut. The slogan ''The One With the Peanut on Top'' was actually originally from York Peanut Butter and was transferred to Squirrel with Canada Packers purchase of the brand. |
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==Marketing== |
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During the early 1960s Nabob used [[Joe Kapp]], while he played for the [[BC Lions]] football team, to market Squirrel throughout British Columbia, helping him acquire the nickname "Peanut butter Joe".<ref>http://www.sportsnet.ca/football/cfl/2011/11/27/brunt_grey_cup_recap/; https://www.cfl.ca/page/his_legends_kapp</ref> |
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== References == |
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{{reflist|2}} |
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[[Category:Peanut butter brands]] |
[[Category:Peanut butter brands]] |
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Latest revision as of 08:46, 19 October 2023
Squirrel was a Canadian brand of peanut butter, marketed from about 1915 to about 2000.
History
[edit]
Squirrel was originally manufactured by the Canada Nut Co. Ltd. of Vancouver, B.C., in 1915. For its initial 25 years or more it was marketed through Western Canada.[1] Canada Nut Co created a subsidiary for their peanut products around 1931, called Squirrel Brand Products. The company was acquired by Vancouver food wholesaler Kelly, Douglas & Co in 1944, who continued to market Squirrel under the former Canada Nut Co moniker. In 1958 a second production plant was opened in the Toronto area (Ajax). By 1959 it was marketed across Canada through the Nabob Foods Limited division of Kelly, Douglas & Co. Ltd., then of Burnaby, B.C., which in turn was controlled by George Weston Limited and Loblaw Companies.[2]
In May, 1975, George Weston Ltd. sold the 81-per-cent interest it held in Kelly, Douglas to Loblaws.[3] In 1976 Nabob Foods Ltd. became a wholly owned subsidiary of Jacobs Suchard AG of Switzerland. In June, 1981, Nabob Foods Ltd. sold the Squirrel brand to Canada Packers Inc., to focus on its coffee business.[4]
In December, 1990, Canada Packers sold the peanut butter business to a subsidiary of CPC International of Englewood Cliffs, N.J. CPC decided it would continue making Squirrel peanut butter, along with Skippy peanut butter, at a Montreal plant, owned by Best Foods Canada Inc., a subsidiary of CPC's Toronto-based subsidiary, Canada Starch Inc.[5] In 1997 CPC International split into Bestfoods Corp. and Corn Products International, Inc.
Unilever PLC (ULVR) London took over Bestfoods Corp. in June, 2000, for $20.3-billion (U.S.), acquiring the Squirrel brand in Canada. It discontinued the Squirrel brand, marketing only the Skippy brand after its acquisition, despite Squirrel's longer history in Canada.
Unilever temporarily renamed Skippy in Canada as "Skippy the Squirrel", featuring a redrawn squirrel on the label (Skippy had previously used a stylized peanut as its mascot). The Skippy brand was withdrawn from the Canadian market in 2017.[6]
Characteristics
[edit]
Squirrel was known for containing one whole peanut which lay on the top of the peanut butter when the jar was first opened, hence the slogan "The One With The Peanut On Top!" The peanut on top was eliminated when rebranded as Skippy. The brand was also known for "peanut points," which could be collected and redeemed for prizes. The mascot was a brown squirrel wearing a green sweater, smiling and sometimes holding a peanut. The slogan The One With the Peanut on Top was actually originally from York Peanut Butter and was transferred to Squirrel with Canada Packers purchase of the brand.
Marketing
[edit]During the early 1960s Nabob used Joe Kapp, while he played for the BC Lions football team, to market Squirrel throughout British Columbia, helping him acquire the nickname "Peanut butter Joe".[7]
References
[edit]- ^ Edmonton Journal, Sept. 19, 1940, p. 12
- ^ The Financial Post, Aug. 22, 1959, p. 19
- ^ Calgary Herald, April 9, 1975, p. 53
- ^ Globe and Mail, June 13, 1981, p. B3
- ^ Globe and Mail, Dec. 18, 1990, p. B8
- ^ Harris, Sophia (2017-05-03). "Skippy peanut butter no longer for sale in Canada; fans stockpiling last jars". Canadian Broadcasting Corporation. Archived from the original on 2022-12-29.
- ^ http://www.sportsnet.ca/football/cfl/2011/11/27/brunt_grey_cup_recap/; https://www.cfl.ca/page/his_legends_kapp