The J.M. Smucker Co. is updating Jif packaging for the first time in more than 30 years, with new graphics beginning to ship in October and rolling to shelves in waves through fall and early winter.
The redesign keeps the tri-color banner but drops the shadow behind the lettering for a flatter, higher-contrast look intended to hold up on shelf and in e-commerce thumbnails. New imagery across the packaging shows snacking uses beyond the sandwich.
In addition, Jif To Go products are being renamed Jif Dippers.
“This is our first major design update in more than 30 years, and we approached it with real intention,” said Shelly Kowal, marketing director at The J.M. Smucker Co. “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.”
The formulation is unchanged.
Part of a wider portfolio refresh
Jif is the second Smucker brand to get a first-in-decades package overhaul this year. The company redesigned Smucker’s fruit spreads in April, also its first visual update in roughly 30 years.
The Jif refresh also folds in recent line extensions, including squeezable formats, Jif Peanut Butter & Chocolate Flavored Spread and Jif Simply Peanut Butter Spread.
Smucker cites Circana point-of-sale data for the 52 weeks ended March 2 in claiming Jif as the top-selling peanut butter brand.
The Orrville, Ohio-based company’s portfolio includes Folgers, Dunkin’, Café Bustelo, Jif, Uncrustables, Smucker’s, Hostess, Milk-Bone and Meow Mix.