Jif Announces Major Change to Best-Selling Peanut Butter for the First Time in 30 Years

For decades, Jif has managed to delight shoppers with its signature rich and decadent peanut butter, leaving little reason to wonder why it ranks among the most beloved PB brands in grocery stores’ snack aisles.

After 30 years of continued success in retail suppliers, however, Jif has officially confirmed that they’re changing the packaging of its iconic peanut butter, spelling out a new era for everyone’s favorite PB company.

According to a new press release from the company, Jif is rolling out brand-new new packaging to “to celebrate the many ways consumers enjoy it today – from everyday snacking occasions to the traditional PB&J.”

To that end, the company revealed that they’ll be reviving the brand’s beloved tri-color banner, removing the “dated” drop shadow pattern from the lettering to create a crisper look that helps catch shoppers’ attention in stores and online.

Perhaps most excitingly, Jif has unveiled a new squeezable packaging format that helps innovate their fan-favorite PBs, ensuring an easier spread when applying the peanut butter to snacks and sandwiches. Additionally, Jif To Go will soon become Jif Dippers, allowing the company to “more clearly reflect the snackable dipping occasion and the portability of the product.”

“We’re excited to introduce a refreshed look for Jif that better celebrates the role the brand plays in consumers’ everyday lives,” said Shelly Kowal, Marketing Director at The J.M. Smucker Co.

“This is our first major design update in more than 30 years, and we approached it with real intention,” Kowal went on to say. “We wanted to honor the iconic elements people know and love while bringing new energy to the shelf. Jif has evolved from being one of the key ingredients in a PB&J to also serving as a delicious complement to so many snacking occasions, and this new branding celebrates that.”