Smucker’s and Jif Are Teaming Up for a Crazy Snack Collab

I feel like the CPG world must shop at Lowes because, gosh darn it, they never stop improving. Or I guess innovating. Are these collaborations and innovations always positive contributions to society? That’s highly debatable. Nevertheless, I have high hopes for this latest stunt from Jif and Smucker’s which is sure to make choosy moms everywhere jump for joy. That’s right, we’re getting a peanut butter and jelly popcorn, and between that maternal vote of confidence for Jif and the whole “with a name like Smucker’s, it has to be good” schtick, this PB&J popcorn hitting stores may just have a lot going for it*.

*Based on Jif and Smucker’s ads from the early 2000s that are living rent free in my brain holes.

So what is peanut butter and jelly popcorn? Is it a powder? A drizzle? A wish and a prayer? How do they avoid the sog factor or, even more importantly, the sticky factor?

So first thing’s first, this is a product with both Jif and Smucker’s branding, neither of which (as you may have realized) is a popcorn company. Turns out that it is less of a collab between those two brands and more of a collab between both brands and SNAX-Sational Brands, the creators of Cookie Pop, Candy Pop, and Cereal Pop. This popcorn brand has already done collabs with Oreo, Snickers, Fruity Pebbles, and more. So while this is their first sandwich-themed collab (unless you count Oreos; there is an argument to be made), it is not their first rodeo when it comes to putting other brands’ signature flavors on some pretty preposterous pre-popped popcorn.

That brings us to the product at hand, PB&J Pop, which will come in both Strawberry and Grape (for the J). It appears the popcorn will be drizzled with both a peanut butter-colored and a jam colored (red for Strawberry and purple for Grape) icing of sorts. And if the color is half as vibrant as it appears on the packaging, this popcorn is going to look pretty wild.

Now for the important part: How can we get our hands on some? Choosy moms want to know. It looks like the Grape flavor is already available in 24 oz bags at Costco stores in the Pacific Northwest, and you can get 5.25 oz bags at both Stop & Shop and Winn-Dixie. Both flavors will be available at Burlington and Five Below locations nationwide starting in early 2025, but you can also get them now at the brand’s website. 

The concept here is a bit strange, I am not gonna lie. But I also think this could work extremely well, not just because of mom endorsements and the name like Smucker’s guaranteeing goodness (according to Smucker’s), but also because PB & J on a salty, crispy, vehicle kind of sounds like a game changer, and I, for one, love to see a game changed.