It’s Back! Hungry Jack’s Microwavable Bottle Returns

The original bottle featured a handle that did not heat up when the syrup was heated in a microwave oven. While seemingly a small convenience for consumers, J.M. Smucker found out—much to its chagrin—that this feature also drove purchase preference. And when you follow the money, it turns out that third quarter revenue at Smucker declined 2 percent year-over-year from 2014 to 2015. While this decline cannot directly be attributed to the change in syrup bottles, when combined with the customer uproar that stormed the Hungry Jack Facebook page, definitely got the brand’s attention.