Jif (lemon juice)'s Slogans & Taglines

Jif is a brand of natural strength lemon juice launched in 1956 by Reckitt and Colman in the United Kingdom. Originally marketed with the slogan "Real lemon juice in a Jif," the brand became iconic for its distinctive lemon-shaped plastic squeeze bottle, one of the earliest blow-moulded polyethylene food containers. The packaging was designed by Bill Pugh at Cascelloid, using a real lemon peel to create the mould texture. In the 1980s, Jif achieved cultural status by linking itself to Shrove Tuesday through the slogan "Don't forget the pancakes on Jif Lemon Day," effectively making the brand synonymous with Pancake Day. A 1990 legal victory against a copycat competitor established a landmark precedent in UK trademark law. The portfolio centres on natural strength lemon juice from concentrate, available in the signature 100ml plastic lemon and larger glass bottles. Acquired by Unilever in 1995 for £250 million, Jif remains a kitchen staple for pancakes, seafood, and dressings.