Overview
- The company announced the brand’s first major visual update in more than three decades and said the change is intentionally aesthetic rather than a recipe change.
- The refreshed look brightens Jif’s red, blue and green stripes, removes the logo’s drop shadow, and uses clearer lettering and new product photography to signal broader use occasions.
- Jif is adding squeezable packaging and new varieties, including a Peanut Butter & Chocolate spread and an unsweetened Jif Simply line for no-sugar-added shoppers.
- The new packaging and SKUs will begin appearing in stores in October and are expected to roll out through the fall and early winter.
- The move builds on Jif’s long history—launched in 1958 and made in a large Kentucky facility—and aims to boost convenience and shelf appeal while reassuring customers the nostalgic taste remains the same.