ORRVILLE, OHIO – The J.M. Smucker Co. broke protocol with the traditional focus group when developing its latest innovation: Jif Peanut Butter & Chocolate flavored spread. It was a multi-year, in-home effort in order for the brand to learn about the occasions when consumers would use such a spread and what attributes they preferred.

“We have die-hard loyalists of the Jif brand,” said Rebecca Scheidler, senior vice president and general manager of frozen handheld and spreads. “And we wanted to learn how we can capture more of the growing snacking occasion.”

The brand discovered through some previous research the Jif consumer was not a user of the indulgent nut and chocolate spreads in the market because they are too sweet. Yet there is appeal in such products since they are a source of plant protein and provide permissible indulgence.

“We needed to get Jif consumers to think beyond the PB&J,” Scheidler said. “By staying integrated with consumers’ lifestyles through our in-home focus group, we learned that (an indulgent) spread had to be peanut butter forward with a hint of chocolate.”

Earlier this year, the brand rolled out a marketing campaign around the Super Bowl to show people that celery is more than an accompaniment to chicken wings. The campaign reminded peanut butter lovers that topping celery with Jif Peanut Butter makes a healthful snack.

Jump a few months forward, and the Jif Peanut Butter & Chocolate flavored spread made its debut. The introduction was after consumers tested dozens of iterations in order to identify the ideal peanut butter-to-chocolate ratio.

“We did not set out to make a lower-sugar product (as compared to the leading hazelnut chocolate spread in the market). Rather, the lower sugar was the preferred taste profile by our in-home focus groups,” Scheidler said. “They helped us dial it in for the right flavor balance and texture. It’s a creamy, homogenous product that is very spreadable.

“The homogenous texture was important, as it made it easier to use for more snacking occasions. We learned this by putting the product in their home. Success is not just about taste; it’s about the person and how the product is used.”

When asked if she would ever embark on another multi-year, in-home study, Scheidler enthusiastically replied, “Absolutely. We learned so much more about our fans. You have to take consumers on the journey during product development because, in the end, they vote with their dollar.”

Artificial intelligence is part of the team, she said, but so is the consumer.

“The biggest problem we learned through this process was that consumers wanted a larger jar,” Scheidler said.

Jif Peanut Butter & Chocolate flavored spread made its debut in 15-oz plastic jars and 1.1-oz single-serve “to go” cups sold in boxes of eight. A 2-tablespoon serving contains 200 calories, 15 grams of fat, 10 grams of total sugars (including 8 grams of added sugars) and 5 grams of protein.