Jif Debuts a Peanut Butter & Chocolate Flavored Spread

Jif is shaking things up for the first time in almost 10 years.

The popular peanut butter brand announced on Wednesday that it’s launching its “biggest flavor innovation” with the all-new Jif Peanut Butter & Chocolate Flavored Spread. According to Jif, the new flavor combines “the creamy, peanutty, goodness of Jif Peanut Butter with the sweetness of chocolate flavor.” 

“Jif Peanut Butter & Chocolate Flavored Spread combines the irresistible deliciousness of Jif Peanut Butter that our fans love with the sweet flavor of chocolate, striking the perfect balance of salty and sweet,” Nicole Massey, the vice president of marketing at the J.M. Smucker Co, shared in a statement provided to Food & Wine.  

And, as Massey noted, “It’s lower in sugar” than the leading hazelnut spread (you know the one) “making it a permissible indulgence that can transform a simple snack into a mouthwatering treat in no time at all.”

Beyond being perfectly sweet, Jif promises the new spread also has a thick texture that still smoothes over whatever you’re enjoying it with easily, including desserts, pretzels, snacks, in smoothies, on breakfasts like waffles and french toast, and, you know, just straight from a spoon. 

The Jif Peanut Butter & Chocolate Flavored Spread is now available on Amazon in both Jar (15-ounce) and To-Go Cups (1.1-ounce) and will be rolling out to national and regional retailers throughout the spring and summer.

This new product is all a part of Jif’s plan to modernize its brand. As Gail Hollander, the chief marketing officer at The J.M. Smucker Company, recently shared with AdAge, her team is now putting in more effort to bring the brands into the new age. 

“You get the opportunity to rethink these brands, figure out where their heart is, what the DNA of the brand is, figure out how that connects into culture today,” she said, adding that the overall goal is “creative that punches above its weight.” 

This modernization also includes updating its tagline from “Choosy moms choose Jif” to “That Jif’ing good.” 

“The message had become a little old-fashioned,” Hollander added. “So, for us, it really was about how do you take this superior taste and modernize it?” Apparently, all they needed to do was add a little chocolate.