Jif unveils first major brand refresh in 30+ years with modernized logo
The J.M. Smucker Co. said Jif will undergo its first major brand refresh in over 30 years, unveiling a modernized logo and updated packaging on Aug. 10, 2026. Smucker aims to broaden Jif beyond PB&J, citing 85% brand recognition but 4% of snacking occasions. New names include Jif To Go to Jif Dippers; new packaging ships Oct. 2026.
How this was made

The 30-second read
Why it matters
The article is primarily a consumer-marketing update. It may influence brand perception and future demand, but it does not include financial guidance, unit targets, or cost impacts.
Market read
For SJM, this is a forward-looking brand investment story with a defined rollout window, but without quantified financial implications.
What to watch
Traders may want to watch for follow-on disclosures such as promotional spend, retailer placement changes, and any subsequent sales/market-share commentary after the rollout.
Background
Jif is repositioning beyond PB&J by modernizing its tri-color logo and expanding usage occasions (dips, smoothies, bowls, pasta).
Ticker impact
J.M. Smucker announced Jif’s first major brand refresh in 30+ years, with new packaging and a fall 2026 rollout.
Low near-term impact; any reaction would likely be limited to consumer-staples sentiment rather than fundamentals.
This is a marketing and packaging change with a stated shipping timeline (Oct 2026) and no guidance, sales figures, or cost implications.
Market effects
Highlights ongoing brand investment in packaged foods, but offers no measurable category share or margin data.
No regional demand or distribution changes specified.
No international expansion or export implications mentioned.
Counterpoint
A logo and packaging refresh may not translate into incremental volume without measurable promo intensity, distribution gains, or pricing changes.
Key entities
- companyJ.M. Smucker Co.
Announced the Jif brand refresh, campaign, and product-line naming/packaging updates.
- brandJif
Peanut butter brand receiving a modernized logo, updated packaging, and a new campaign.
- agencyPSOne (Publicis’ solution for J.M. Smucker)
Developed the multimedia campaign for the Jif refresh.
- agencyBBH USA
Creative lead for the “Every Jif’ing Thing” campaign.
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