P&G Considers Sale of Jif and Crisco

Procter & Gamble Co. today said it was considering the sale of its Jif peanut butter and Crisco shortening brands. The Cincinnati-based company said it might put the brands in a joint beverage and snack venture, such as the one announced in February with Coca-Cola Co., or “swap the lines for other brands.”

“Exploring strategic options for P&G’s business is an ongoing process. This decision is another example of the strategic choices we’re making to accelerate profitable growth,” said P&G’s CEO, A.G. Lafley. “Our game plan remains the same. We want to build big brands in core categories and deliver better consumer and shareholder value.”