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Is Smucker’s Jif Rebrand a Subtle Shift in SJM’s Long‑Term Brand Strategy?
J.M. Smucker recently unveiled the first major refresh of its Jif branding in more than 30 years, modernizing the tri-color logo, cleaning up typography, and updating packaging imagery to highlight new snack ideas and usage occasions.
The revamped look, paired with innovations like squeezable formats, new flavored and “Simply” spreads, and the renaming of Jif To Go to Jif Dippers, underscores how the company is reshaping a core legacy brand around evolving consumer preferences for quick,...