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Jif's New Peanut Butter Jar Is Schooling Everyone on How to Pronounce "GIF"

It may just be the most informative label you'll ever see on a jar of PB.

There was a time when the most contentious debate a jar of Jif peanut butter could cause was "crunchy or smooth?" But that was before GIF files—aka short, looping video clips—entered the scene in 1987.

Suddenly, America's number one peanut butter brand had to share its name. And the biggest twist? The confusion wasn't even warranted.

That's why Jif and GIPHY are finally delivering the clarity that peanut butter—and GIF—lovers have long needed by collaborating on a brand new line of limited-edition peanut butter jars. On some, one side of the label explains that Jif is pronounced with a "soft G," while the opposite side shows GIF has a "hard G."

On other jars, instead of printing the iconic "Jif" logo on both sides of the red, blue, and green label, one side reads, "Gif. Animated Looping Images. Hard g Pronunciation." The two brands even get a little cheeky by writing on the lid: "If you've ever called a .GIF a Jif, we forgive you."

gif peanut butter jar lid
Ann Marie Langrehr/Eat This, Not That!

You can buy one of these special jars on Amazon right now for $9.99 (you know, to help settle this pronunciation altercation between you and your friends for good).

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As Rebecca Scheidler, Vice President of Marketing at Jif, explained in a statement, "We're teaming up with GIPHY to put a lid on this decade-long debate and prove there is only one Jif… it's creamy, delicious peanut butter, not a looping picture you can send to make friends and family laugh."

GIPHY, a site which entertains 10 billion users daily, has added to the fun by creating a suite of "Jif vs. GIF" .gif files too.

"At GIPHY, we know there's only one Jif and it's peanut butter. If you're looking for all the GIFs, there's only one GIPHY," said Alex Chung, founder and CEO of GIPHY, in a statement. "If you're a soft G, please visit Jif.com. If you're a hard G, thank you, we know you're right."

With National Peanut Butter Lover's Day on March 1, we're glad that this years-long debate can finally be put to rest. Now, newly enlightened PB fans can simply go back to arguing, "crunchy or smooth?"

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Kaley Roberts
Kaley Roberts is a food writer. Read more
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