A polyethylene Jif lemon container, moulded in the shape of a lemon. The idea to package lemon juice in a lemon-shaped container was developed by Edward Hack. The bottle was designed by Cascelloid's Chief Plastics Designer, Bill Pugh, in 1954. It was first hand carved as a wooden core, covered with fresh lemon peel, and then cast into a plaster mould, being one of the earliest applications for blow moulded PE in the food industry. Sold as Hax lemon juice in 1954, another plastics lemon shaped container had been developed simultaneously by Stanley Wagner for Coldcrops Ltd and manufactured by Shipton Plastics, released one year later. Legal action was taken but never reached court as both companies were subsequently bought out by Reckitt and Colman in 1956. They launched their lemon juice brand, Jif, using the packaging developed by Hack and Pugh (Refer AIBDC : 009340). The bottle is a good example of a product that can be identified from its packaging alone and this consumer goodwill assisted Reckitt and Colman in winning their own legal battle in 1990, setting the precedent for the law of 'passing off'. The design has only slightly changed over the years, the biggest difference being the replacement of the screw-top lid to a flip-top version (this example). The very successful advertising campaign devised by the agency Foote, Cone and Belding Ltd. coined the memorable slogan 'Don't forget the pancakes on Jif Lemon day!' Unilever purchased the brand in 1995 and announced in 2021 the intention to finally phase out production of the plastics lemon for good.