Jif Peanut Butter Is Making A Huge Change After 30 Years

Put down your pitchforks! Jif peanut butter is not changing their recipe―which is a true relief considering some of the fine soldiers we’ve lost to recipe changes over the years. I’m looking at you, Butterfinger. Instead of giving the recipe a little refresh, they’re choosing to update the branding. Which I do have thoughts about, but just less than I do the actual taste.

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The One Brand To Give Up On Nostalgia

Everyone and their mother is leaning on nostalgia to market their products these days. Not Jif, though. They’re getting rid of a design that they’ve been using for 30+ years. A design that has always been there for me in my darkest moments. Red, blue, and green stripes. A bright red cap. Ugh, it’s simple but it’s effective. Thankfully they’re not getting rid of too much. In fact, they’re keeping the old and just making room for a bit more.

The new jars will have the same stripes behind the logo but they’re sized down to fit a fruit and peanut butter pairing on each jar. They also added the words “dip, scoop, spread” on the jar. I guess they really don’t have faith in their customers.

You won’t be forgetting you can dip your apple slices in peanut butter on Jif’s watch! Which okay, to be fair, might be targeted at me because I certainly don’t do that enough. My doctor would certainly be happy if I ate more apple slices. Just don’t tell them each bite will be 90% peanut butter. Sorry, Jif is so dang good!

Why Are They Updating?

Jif is changing things up because they want to “reflect the increased role Jif plays in consumers’ lives in a meaningful way.” The refreshed branding focuses on keeping the iconic elements that we all know and love while bringing in a new energy. I guess that energy is just thinking we don’t know how to effectively use peanut butter?

Jif has promised that the recipe will stay the same and we’ll be holding them to that promise. It is our favorite peanut butter, so we’d really hate to see that salty, sweet perfection change.

When Will the Change Happen?

There’s still time! Products featuring packaging with the new look begin shipping in October. Which means that you can stock up on the original packaging to show your kids one day. Or sell on eBay in 30 years. The choice is yours!