Jif (peanut butter)'s Slogans & Taglines

Jif is an American brand of peanut butter that has defined creamy indulgence for over six decades. Born in 1958 when Procter & Gamble rebranded William T. Young's Kentucky-based Big Top Peanut Butter, Jif entered the market with a revolutionary formula: 90% peanuts, sweetened with molasses, and hydrogenated with non-peanut oils for an unmatched silky texture. The original Creamy and Crunchy varieties debuted simultaneously, quickly challenging established rivals Skippy and Peter Pan. In 1966, the iconic slogan "Choosy Mothers Choose Jif" debuted, later updated to "Choosy Moms Choose Jif" in 1988, cementing the brand's identity as the discerning choice for families. By 1981, Jif had become America's leading peanut butter, a title it holds to this day. The brand has consistently innovated with Extra Crunchy (1974), Simply Jif (1991), and Jif Whips (2014), while operating the world's largest peanut butter plant in Lexington, Kentucky. Acquired by The J.M. Smucker Company in 2001, Jif continues to prove that when it comes to spreadable perfection, choosy consumers still choose Jif.