An American peanut butter brand known for creamy, crunchy, and reduced-sugar or reduced-sodium varieties, marketed around family use and consumer choice.
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Overview
Jif is an American peanut butter brand owned by The J.M. Smucker Company. Its history began in 1946, when William T. Young created a peanut butter business in Lexington, Kentucky, under the name Big Top. Procter & Gamble acquired Big Top and its Lexington manufacturing facilities in 1955. P&G subsequently reformulated and repositioned the product to compete with established peanut butter brands such as Skippy and Peter Pan. The Jif name was introduced during product testing and market development in the mid-1950s, with the principal creamy and crunchy products receiving their nationwide debut in 1958. The brand’s development under P&G included changes to formulation and processing. The product used oils other than peanut oil in its hydrogenation process and was sweetened with sugar and molasses. These choices helped create the recognizable taste and spreadability associated with the mainstream Jif range. Jif also differentiated itself through packaging and advertising, including early messaging about the jar’s beveled base, which was intended to make it easier to remove the last portion of peanut butter from the corners. Jif became one of the most prominent peanut butter brands in the United States. Reference material identifies it as the country’s largest peanut butter brand by 1981, a position it retained through at least 2008. Its marketing has traditionally emphasized household use, children’s meals, sandwiches, snacks, and the idea that parents select the brand for their families. The long-running slogan “Choosy mothers choose Jif,” later updated in advertising to “Choosy moms choose Jif,” became a central part of the brand’s identity. Earlier campaigns also used a blue kangaroo mascot called the Jifaroo and distributed free samples during the 1958 national rollout. The product portfolio expanded beyond the original creamy and crunchy formats. Extra Crunchy was introduced in 1974, Simply Jif in 1991, and Reduced Fat Jif in 1994. The brand later added individual-serving products sold as Jif to Go, nut butters made from almonds and cashews, and other spread and snack formats. In 2012, Jif announced hazelnut spreads in Chocolate and Mocha Cappuccino varieties. A licensed Jif peanut-butter-flavored breakfast cereal was introduced in 2014 through Kellogg’s. The J.M. Smucker Company acquired Jif from Procter & Gamble in 2001, with the transaction commonly described in brand histories as taking effect around 2002. Jif remains a core brand in Smucker’s consumer-food portfolio. Its principal production is associated with the company’s Lexington, Kentucky facility, described in reference material as the world’s largest peanut butter production facility; a smaller Memphis, Tennessee facility also produces Jif products. The brand continues to compete in the mass-market peanut butter category through its traditional creamy and crunchy products, ingredient-positioned variants, portioned snacks, and adjacent nut-butter offerings. In 2022, Jif faced a major food-safety event when Smucker recalled peanut butter manufactured at the Lexington plant because of potential Salmonella contamination. The recall affected products in the United States and Canada and prompted illness reports, distribution disruption, and litigation. This event was a significant operational and reputational challenge, but the brand remains active under Smucker ownership.
History
Jif’s roots extend to a peanut butter operation established by William T. Young in Lexington, Kentucky, in 1946. The original product was called Big Top rather than Jif. Procter & Gamble purchased Big Top and its manufacturing facilities in 1955, giving the consumer-goods company control of the product and its production base. P&G developed a new formulation and brand identity to strengthen the product against competitors including Skippy and Peter Pan. The revised peanut butter used oils other than peanut oil in the hydrogenation process and included sugar and molasses as sweetening ingredients. Product testing began in selected markets, and the Jif name was publicly announced in April 1956. The principal creamy and crunchy versions achieved a nationwide debut in 1958. The 1958 rollout was supported by intensive sampling. Special trucks carrying a blue kangaroo mascot known as the Jifaroo distributed free sample jars from house to house. Early advertising promoted the product’s taste and texture, including the claim that a touch of honey helped prevent dryness. Advertising also highlighted the beveled edge at the bottom of the jar, presented as a practical feature for removing the final portion of peanut butter. Jif’s long-term brand platform centered on parental choice and family consumption. For many decades, commercials ended with “Choosy mothers choose Jif,” a line later rendered as “Choosy moms choose Jif.” Between 1998 and 2000, some advertising used the musical phrase “Moms like you choose Jif, choose Jif!” This consistent messaging helped establish Jif as a familiar household staple rather than a niche or specialty spread. The product range expanded over time. Extra Crunchy was added in 1974, followed by Simply Jif in 1991 and Reduced Fat Jif in 1994. Later extensions included portion-controlled Jif to Go packs, almond and cashew butter, hazelnut spreads, and a licensed peanut-butter-flavored breakfast cereal. These products broadened the brand beyond its original jarred peanut butter while retaining its core association with peanut-based spreads. Jif became the leading peanut butter brand in the United States by 1981 and remained identified as the market leader through at least 2008 in the cited reference material. The J.M. Smucker Company acquired the brand from Procter & Gamble in 2001, with the change generally described as completed in 2002. Under Smucker, Jif continued as a major consumer-food brand. Manufacturing remains closely associated with Lexington, Kentucky. The Lexington operation is described as the largest peanut butter production facility in the world. A smaller facility in Memphis, Tennessee, also produces Jif products; reference material states that products from the Memphis facility were not affected by the 2022 recall. On May 20, 2022, Smucker recalled specified Jif peanut butter products made at Lexington because of possible Salmonella contamination. The recall extended across the United States and Canada, and imported products created implications for other markets. Illness reports followed, and a class-action lawsuit was filed in July 2022. The episode became the most significant publicly documented disruption in the brand’s recent history, although Jif continues to operate as an active Smucker-owned brand.
- 2022
Jif products are recalled
[1]Smucker recalls specified Jif products manufactured at the Lexington facility because of potential Salmonella contamination.
- 2014
Jif peanut-butter-flavored cereal launches
[1]A peanut-butter-flavored breakfast cereal is introduced under license through Kellogg’s.
- 2012
Hazelnut spread line announced
[1]Jif announces Chocolate and Mocha Cappuccino hazelnut spreads.
- 2001
The J.M. Smucker Company agrees to acquire Jif
[1]The J.M. Smucker Company purchases the Jif brand from Procter & Gamble; brand histories commonly describe the transition as taking effect around 2002.
- 1994
Reduced Fat Jif launches
[1]The brand adds a reduced-fat peanut butter variant.
- 1991
Simply Jif launches
[1]Jif introduces Simply Jif, positioned with lower sodium and less sugar than the regular formulation.
- 1981
Jif becomes the leading U.S. peanut butter brand
[1]Reference material identifies Jif as the largest peanut butter brand in the United States by this year.
- 1974
Extra Crunchy is introduced
[1]Jif expands its texture range with Extra Crunchy peanut butter.
- 1958
Creamy and Crunchy Jif launch nationwide
[1]The original Creamy and Crunchy varieties receive their nationwide debut, supported by extensive sampling and advertising.
- 1956
Jif name is publicly announced
[1]P&G publicly announces the Jif product during a period of testing and market development in selected markets.
Products and positioning
Mainstream, family-oriented, widely distributed peanut butter brand combining familiar taste, spreadability, product variety, and household-oriented advertising.
Peanut butter · 1958
Jif Creamy Peanut Butter
The core smooth-texture Jif product and one of the brand’s original nationwide formats. It is positioned as an everyday spread for sandwiches, toast, cooking, baking, and snacks.
Peanut butter · 1958
Jif Crunchy Peanut Butter
A principal Jif format containing peanut pieces for a textured eating experience. It launched alongside the creamy variety during the brand’s nationwide 1958 rollout.
Peanut butter · 1974
Jif Extra Crunchy
A more pronounced textured variant introduced for consumers seeking additional peanut pieces and crunch beyond the standard crunchy formulation.
Peanut butter · 1991
Simply Jif
A formulation positioned with lower sodium and less sugar than regular Jif. It extends the mainstream range toward consumers seeking a different ingredient and nutrition profile.
Peanut butter · 1994
Reduced Fat Jif
A reduced-fat version added to the portfolio as Jif broadened its range of nutrition-oriented alternatives to the standard products.
Single-serve snack
Jif to Go
Portioned Jif peanut butter servings sold in multipacks, including three-pack and eight-pack formats of 1.5-ounce portions. The format is designed for portable snacking and lunch use.
Nut butter
Jif Almond Butter
An almond-based spread that extends Jif’s presence beyond conventional peanut butter into the broader nut-butter category.
Nut butter
Jif Cashew Butter
A cashew-based spread introduced as part of the brand’s expansion into alternative nut-butter products.
Sweet spread · 2012
Jif Hazelnut Spreads
A line announced in Chocolate and Mocha Cappuccino flavors, representing Jif’s move into flavored hazelnut spreads adjacent to its traditional peanut butter business.
Breakfast cereal · 2014
Jif peanut-butter-flavored breakfast cereal
A breakfast cereal produced under license by Kellogg’s and introduced as a brand extension intended to bring Jif’s peanut butter flavor profile into the cereal aisle.
Marketing campaigns
- 1998Moms like you choose Jif jingle
United States
From 1998 to 2000, many Jif advertisements used a musical jingle built around the phrase “Moms like you choose Jif, choose Jif!”
Outcome. Refreshed the established parental-choice positioning for late-1990s television advertising.
- 1960Choosy mothers choose Jif
United States
Jif’s long-running television and print advertising used the parental-choice message “Choosy mothers choose Jif.” The wording was later updated in advertising to “Choosy moms choose Jif.”
Outcome. Became the brand’s defining family-oriented advertising platform and a widely recognized slogan.
- 1958Jifaroo national sampling rollout
United States
Jif supported its nationwide launch with special trucks carrying the blue kangaroo mascot Jifaroo. The trucks distributed free sample jars from house to house, giving consumers a direct trial of the new brand.
Outcome. Helped introduce Jif nationally and established an early memorable brand character.
- 1958Early taste and packaging advertising
United States
Early advertising promoted the product’s taste and texture, including the line that Jif was never dry because of a touch of honey. Advertising also drew attention to the jar’s beveled base as a practical design feature.
Outcome. Built product awareness around taste, usability, and packaging differentiation.
Brand decisions
2022
Recall of potentially contaminated Jif productsOtherBackground
Jif products manufactured at the Lexington, Kentucky facility were associated with potential Salmonella contamination.
Action taken
Smucker announced a recall in the United States and Canada on May 20, 2022.
Aftermath
The event was associated with reported illnesses, disruption to affected product distribution, and a class-action lawsuit filed in July 2022. Reference material estimated a $125 million loss for the company, although the cited material does not provide a detailed accounting period.
Estimated loss associated with recall. $125 million estimated loss (2022 recall event)
2001
The J.M. Smucker Company acquires JifM&ABackground
Procter & Gamble sold the Jif brand as part of a change in ownership of the established peanut butter business.
Action taken
The J.M. Smucker Company purchased Jif from P&G; the transition is commonly described as completed around 2002.
Aftermath
Jif became a core brand in Smucker’s consumer-food portfolio and continued production in Lexington.
1956
Jif replaces the Big Top identityProduct launchBackground
P&G developed a revised peanut butter to compete with Skippy and Peter Pan after acquiring Big Top.
Action taken
The company announced the Jif name and began testing the product in selected markets.
Aftermath
The new identity led to the nationwide 1958 launch of the creamy and crunchy formats.
1955
Procter & Gamble acquires Big TopM&ABackground
P&G sought to develop the Lexington peanut butter business and compete more directly in the established U.S. peanut butter market.
Action taken
P&G purchased Big Top peanut butter and its manufacturing facilities from William T. Young.
Aftermath
The acquisition provided the foundation for the Jif brand, which P&G subsequently reformulated and renamed.
Recent events
Reported
Jif debuts Butter.ATL campaign spot with Ludacris and Gunna[3]
Jif debuted a new Butter.ATL spot on television and online as part of the Lil Jif Project. The campaign featured Ludacris and Gunna and included new music and a commercial built around Jif peanut butter.
Reported
Jif announces a limited-edition GIF-themed peanut butter product[4]
Jif announced plans to offer limited-edition peanut butter with GIF-themed packaging for sale on Amazon on March 1; the article does not establish that the product had already launched.
Reported
Jif and GIPHY collaborate on GIF-themed peanut butter jar[5]
Jif collaborated with GIPHY on a peanut butter jar printed with both brands, which was available to buy on Amazon.
Reported
Jif Power Ups granola bars introduced to convenience stores[6]
Smucker Away From Home announced Jif Power Ups Chewy and Stacked Granola Bars for the convenience-store segment, in several listed flavors.
Sources7 sources
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