For years, internet users have claimed that Jif-brand peanut butter once had the name "Jiffy." Dozens of TikTok videos have engaged with the claim. Videos posted to YouTube also exemplified the ...

Jif peanut butter is so "Jif'ing Good," you'd do anything for it, even reinvent an iconic brand. Jif was starting to lose ground to key competition and private label. The J.M. Smucker team set out to ...

America's favorite peanut butter hit tough times. Undermined by private label imitators and heavily outspent in its marketing by a resurgent number two brand, sales and revenue slipped into decline.