Jif®, America’s favorite peanut butter brand*, is unveiling refreshed branding to celebrate the many ways consumers enjoy it today – from everyday snacking occasions to the traditional PB&J. Thoughtfully modernized to stay true to what makes Jif iconic, the redesign revives the brand’s signature tri-color banner and removes the dated drop shadow from the letters for a cleaner, bolder look that stands out both on shelves and online. In addition, new imagery across packaging highlights more ways to enjoy the brand throughout the day, keeping snack inspiration front and center.

Jif® Unveils First Major Brand Refresh in More than 30 Years as Peanut Butter Moves Beyond the PB&J

In addition to freshening the presentation of the brand, the modernized style celebrates how Jif peanut butter continues to meet consumers where they are. This is highlighted by a commitment to consistent consumer-led innovation, including the introduction of squeezable formats that make snacking easier and new product launches like Jif Peanut Butter & Chocolate Flavored Spread and Jif Simply™ Peanut Butter Spread, which broaden how fans can enjoy the brand. In addition, as part of the refresh, Jif® To Go will become Jif® Dippers to more clearly reflect the snackable dipping occasion and the portability of the product. The common thread across these innovations is a deep understanding of evolving consumer behaviors. As consumers increasingly look for quick, convenient, and satisfying snack options, Jif peanut butter is a natural complement to an apple slice, rice cake, cracker, or even simply enjoyed from a spoon.



“We’re excited to introduce a refreshed look for Jif that better celebrates the role the brand plays in consumers’ everyday lives,” Shelly Kowal, Marketing Director at The J.M. Smucker Co commented. “This is our first major design update in more than 30 years, and we approached it with real intention. 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.”

• • Why did Jif® update its branding? 
    • The brand wanted to reflect the increased role Jif® plays in consumers’ lives in a meaningful way. The refreshed branding marries the iconic elements that consumers know and love with fresh approaches that bring a new energy.
  • When will the product be in stores? 
    • Products featuring packaging with the new look begin shipping in October 2026 and will transition to shelves in waves through the fall and early winter.
  • Is there any change to the product itself? 
    • No. The Jif portfolio continues to offer the same iconic taste.

  *America’s favorite peanut butter brand based on Circana POS L52W data ending 3/2/26