Some consumers are angry the new Hungry Jack syrup bottle can’t be microwaved – The Washington Post

The old Hungry Jack bottle was knee bend and let you heat the syrup in a microwave oven. The newfangled bottle is tall, and the tag warns against microwaving the syrup in the bottle. ( John Kelly/The Washington Post ) I may never win a Pulitzer Prize, but that doesn ’ metric ton mean I don ’ t write about authoritative things. Like pancake syrup. Hungry Jack brand syrup recently changed the shape of its bottle, infuriating me and early consumers all across this big flapjack-loving country of ours. You see, the honest-to-god Hungry Jack bottle was a fiddling fictile jug of high fructose corn syrup, water system, and natural and artificial flavors. ( Like most breakfast syrup, it ’ mho never been anywhere near a maple tree. ) Hungry Jack differentiated itself from its competitors by coming in a squat bottle that match in the microwave. In fact, it was designed for that. Heat Hungry Jack for a minute or two and you have piping-hot good.

But on April 28, an ill notice appeared on the Hungry Jack Facebook page : “ As some of our most patriotic fans, we want you to know that later this calendar month we are changing the expect and size of our syrup bottle ! Our new bottle will be grandiloquent and thin and will hold 24 oz. alternatively of 27.6 oz. As a consequence, we have decreased the propose retail price so the cost per ounce stays the lapp as it was prior to the change. No changes are being made to the actual syrup. Please post any questions you have and we ’ ll do our best to answer each one. Thanks again for being some of our most loyal fans ! ” The loyal fans were not happy. Although there was no mention of microwavability, a photograph made things clear. The newly bottle bears the legend “ DO NOT MICROWAVE IN BOTTLE. ” And it ’ s besides grandiloquent to fit anyhow. Legions of Hungry Jack customers expressed their displeasure on Facebook. “ I very miss the short bottle, ” one consumer posted. “ now your syrup looks like all the stay. ” Another commented : “ Please bring back the microwavable bottle. Why do companies pull items like this ? The inflame syrup was such a winner. ” To every Facebook question, a Hungry Jack representative posted a like answer : “ We made the decision to change our bottle based on a transfer in consumer preference toward a grandiloquent, simple bottle and a shift in consumer preference away from warming syrup in its original bottle. ” Yeah, but, cipher makes you microwave hungry Jack. Isn ’ t it better to have a bottle that you don ’ t have to microwave but can, as opposed to a bottle you might like to microwave but can ’ t ? And that corporate explanation — “ a shift in consumer preference ” — sounds fishy. conspiracy theories abound. “ All is not as it appears in the microwave syrup argue, ” posted a homo from Martinsburg, W.Va. therefore I spoke to Hungry Jack, in the person of Maribeth Burns, frailty president of corporate communications at the J.M. Smucker Co., the Ohio-based food giant that makes the stuff. Did Hungry Jack change the bottle because some idiot microwaved a bottle for 10 minutes, resulting in a deface syrup explosion and an expensive lawsuit ? “ not that I ’ thousand mindful of, ” Maribeth said. “ It was not a consumer safety issue. ”

Did you discover that the old bottle leached unhealthy chemicals into the syrup when heated ? No, Maribeth said. All packaging meets FDA standards. Let ’ s follow the money. here ’ s what one disgruntled customer posted on Facebook : “ My guess is that the newfangled bottle design was a marketing decision to decrease ledge and packaging space and hence cut transport costs while responding to the store ’ sulfur demands for more efficient ledge function. ” Maribeth insisted that those considerations “ did not drive the decision to change to the fresh box blueprint. ” well, can we decant new syrup into the old bottle ? “ We would not recommend that, ” Maribeth said. Of course, we can pour the syrup out of the bottle into a microwave-safe container, but who wants to do that ? There is now a market for unopened bottles of the previous Hungry Jack. They are selling on Amazon for from $ 13 to $ 30 each. person in Pompano Beach, Fla., is selling three on eBay for $ 39.98, shipping included. ( A new 24-ounce bottle is $ 2.48 at Wal-Mart. ) Lisa McTigue Pierce, administrator editor of the trade issue Packaging Digest, said : “ I wonder what the folks who worked so hard to create that microwaveable bottle think about this design deepen. It was probably their baby, and now their baby ’ s gone. ” I imagine they feel the like way NASA engineers felt when the space shuttlecock got canned. The honest-to-god Hungry Jack bottle is a wonder of technology. The manage is crimped so it stays cool to the touch. The front man tag includes a bantam picture of a microwave oven that ’ s coated in thermochromic ink designed by a british ship’s company. When heated, the word “ HOT ” magically appears. then there is the no-drip cap, an invention then clever that Smucker ’ second had it patented. The raw Hungry Jack bottle is inert. The syrup world is chiefly feminine in its anthropomorphism : Aunt Jemima battles it out with Mrs. Butterworth in a awkward cat fight. But Hungry Jack is masculine. He lives, I like to think, in a log cabin, an ax propped outside on the porch. I feel good-for-nothing for him now. It ’ s potential that Smucker ’ s will discover that people were patriotic to the bottle, not to the farce that comes in it.

Twitter: @johnkelly For previous columns, visit washingtonpost.com/johnkelly.