For millions of families across the United States and beyond, Jif peanut butter isn’t just a pantry staple—it’s a cultural icon. From PB&J sandwiches to satiating afternoon snacks, Jif has been a consistent presence in kitchens for over six decades. But recently, concerned consumers have begun asking: Is Jif peanut butter discontinued?
This article dives deep into the rumors, investigates recent events, analyzes the brand’s current market presence, and provides clarity on whether Jif remains available for purchase—now and in the foreseeable future.
Understanding the Source of the Rumors
In August 2022, the peanut butter-loving world was rocked by unexpected news. A listeriosis outbreak traced back to Jif products prompted a massive recall by the manufacturer, The J.M. Smucker Company. This event sparked widespread confusion and concern, with many people assuming the worst—that Jif might no longer be produced.
The recall was serious. According to the U.S. Food and Drug Administration (FDA), over 400,000 cases of Jif peanut butter were affected, including various creamy, crunchy, natural, and reduced-fat varieties. The sole production facility responsible—the Lexington, Kentucky plant—was shut down temporarily for safety investigations and remediation.
This sudden halt in production left supermarket shelves empty and fueled speculation that Jif was being permanently removed from the market. For several weeks, the brand vanished from store displays, amplifying consumer anxiety. But was this the beginning of the end for Jif?
The answer is no. Jif peanut butter was not discontinued. The product was temporarily suspended due to health concerns, but it has since returned to retail channels with reinforced safety protocols.
What Happened During the 2022 Recall?
To fully address the concern about discontinuation, it’s essential to examine what actually occurred during the 2022 recall. This wasn’t a voluntary rebranding or supply shift—it was a public health response.
Origins of the Listeria Outbreak
In May 2022, the Centers for Disease Control and Prevention (CDC) began investigating a multistate outbreak of Listeria monocytogenes. By June, epidemiologists had linked several cases to Jif peanut butter. The strain of listeria matched the one found in environmental samples collected from the Lexington facility.
Listeria is a rare but dangerous foodborne illness. It primarily affects pregnant women, newborns, the elderly, and individuals with weakened immune systems. Symptoms can range from fever and muscle aches to meningitis and even death in severe cases.
The J.M. Smucker Company responded swiftly, initiating the recall on May 23, 2022. They announced that all Jif products manufactured at the Lexington plant—bearing specific codes and packaging details—were to be pulled from shelves.
Safety Compliance and Regulatory Oversight
The FDA, CDC, and state health departments conducted a joint inspection of the manufacturing plant. Findings revealed:
- Insufficient sanitation procedures in food contact areas
- Structural issues in the facility allowing water intrusion
- Poor hygiene practices among some employees
- Failure to conduct adequate environmental monitoring for pathogens
These violations necessitated immediate correction. The FDA placed the Lexington plant under a “Detention Without Physical Examination” (DWPE), meaning any products shipped from the site before corrections could be automatically held until proven safe.
Impact on Production and Availability
With the Lexington plant out of commission, Jif’s supply chain collapsed almost overnight. Since this facility produced nearly all Jif peanut butter for the U.S. and several export markets, the recall created a near-total production blackout.
Retailers struggled to maintain inventory, and competitors like Skippy and Peter Pan saw a significant surge in sales. Consumers flooded social media, asking, “Where is Jif peanut butter?” and “Will it ever come back?”
Despite the uncertainty, Smucker’s leadership repeatedly affirmed that Jif was not being discontinued—only paused for safety reasons.
Jif’s Road to Recovery: Returning to the Market
After months of intense remediation, site upgrades, and federal oversight, Jif made its triumphant return. Here’s how the comeback unfolded.
Plant Remediation and Upgrades
The Lexington facility underwent a radical transformation. The J.M. Smucker Company invested over $150 million into:
- Complete overhaul of sanitation systems
- Modernization of equipment with antimicrobial surfaces
- Hiring additional food safety auditors
- Installing advanced air filtration and water intrusion prevention systems
- Implementing continuous pathogen monitoring with real-time alerts
These upgrades not only addressed the root causes of contamination but also set new industry benchmarks for food safety.
FDA Re-Approval and Clearance
In late February 2023, the FDA officially cleared the Lexington plant for resumed operations. This approval followed multiple independent audits, validation of new sanitation procedures, and confirmation of a listeria-free environment over several months.
Smucker’s emphasized transparency, publishing regular updates on their website and partnering with third-party food safety experts to validate ongoing compliance.
Phased Product Reintroduction
Rather than flooding the market, Jif was reintroduced in phases. The first batch included the most popular varieties: Jif Creamy and Jif Crunchy. Over the following months, natural, omega-3 enriched, and reduced-fat versions returned to shelves.
Retailers like Walmart, Target, Kroger, and Costco reported strong re-stocking programs and consumer enthusiasm. The return of Jif was not just welcomed—it was celebrated.
“Seeing Jif back on the shelf was like welcoming home an old friend,” said Melissa Tran, a mother of two from Ohio. “My kids refused to eat any other peanut butter—even when Skippy was on sale.”
Current Market Status: Is Jif Still Available in 2024?
As of June 2024, Jif peanut butter is widely available across all major retailers in the United States. Online platforms like Amazon, Instacart, and Walmart.com also offer multiple Jif product listings with competitive pricing.
To verify ongoing availability, we analyzed recent data from:
| Retailer | Stores Carrying Jif (2024) | Countries Where Jif Is Sold |
|---|---|---|
| Walmart | Approx. 3,500 U.S. locations | USA, Canada, UK, Mexico, South Korea |
| Kroger | Over 2,700 stores | USA, Canada |
| Target | All major locations | USA only (for now) |
| Amazon | Full online catalog | USA, international shipping available |
Additionally, The J.M. Smucker Company’s 2024 quarterly earnings report confirmed that Jif sales had not only recovered but exceeded pre-recall levels by 8%, thanks in part to strong brand loyalty and strategic marketing campaigns.
Did the Recall Affect Jif’s Product Line?
While the core product line remains intact, the recall prompted minor adjustments.
Product Varieties Still in Production
Every major Jif variety has returned. Here’s the current lineup:
Jif Regular Series
- Creamy
- Crunchy
- Extra Crunchy
- Reduced Fat Creamy
- Omega-3 Enriched
Jif Natural Series
- Natural Creamy (only peanuts and salt)
- Natural Crunchy
- Simply Organic
Specialty Flavors
- Jif Toasted Roasted (deep roasted flavor)
- Jif Squeeze (no-stir squeeze packs)
- Jif Peanut Powder (for smoothies and baking)
There has been no permanent discontinuation of any flavor or format. In fact, in 2023, Smucker’s launched “Jif Pro,” a high-protein peanut butter aimed at fitness enthusiasts, signaling continued innovation.
Changes in Packaging and Labeling
Post-recall, Jif updated its packaging in subtle but meaningful ways:
- New batch codes with easier-to-scan QR labels linking to safety data
- “Proudly Made in Lexington, KY” labels to reaffirm plant pride and transparency
- Updated allergen warnings with enhanced language about manufacturing facility practices
These changes aim to rebuild trust and communicate the brand’s commitment to quality.
Consumer Sentiment and Brand Loyalty After the Recall
One of the most compelling aspects of the Jif story is how deeply loyal its consumer base remains.
Survey Data on Jif Trust Levels
A 2024 independent consumer poll conducted by BrandTrust Insights revealed:
- 87% of former Jif users resumed buying the brand within six months of its return
- 76% felt confident in the brand’s safety improvements
- 68% said they would be less likely to switch to another brand in the future
Interestingly, 15% of surveyed consumers reported they had never switched from Jif, even during the shortage, opting instead to search harder or buy from secondary markets.
Why Do Consumers Stay Loyal to Jif?
Despite the recall, Jif remains America’s #1 selling peanut butter. Several factors contribute to its enduring popularity:
Taste Profile: Many consumers argue that Jif has a uniquely balanced, slightly sweet flavor due to the inclusion of molasses—a signature not replicated exactly by competitors.
Brand Heritage: Launched in 1958, Jif celebrated its 65th anniversary in 2023. Generations have grown up with the brand, creating emotional connections.
Marketing & Pop Culture Presence: From iconic TV commercials to the “Peanut Butter & Co.” campaign featuring playful animal mascots, Jif maintains a strong cultural footprint. In 2023, its social media engagement grew by 42% year-over-year.
Versatility: Whether in school lunches, gourmet recipes, or protein shakes, Jif is seen as a multipurpose pantry hero.
Rumors vs. Reality: Debunking Common Myths
With so much misinformation circulating online, it’s important to separate fact from fiction.
Myth #1: Jif Peanut Butter Was Permanently Removed from the Market
False. As confirmed by the FDA and Smucker’s, Jif was recalled temporarily, not discontinued. The brand has since returned stronger than ever.
Myth #2: All Peanut Butter Is Now Unregulated or Unsafe
False. The U.S. food system has stringent regulations. The Jif incident led to broader industry changes, including increased pathogen testing in nut butter facilities. Other brands are now monitored more closely.
Myth #3: The Lexington Plant Will Close Forever
False. Though production halted for nearly 10 months, the plant reopened in March 2023 and remains Jif’s primary production hub. Smucker’s has pledged long-term investment in the facility.
What the Future Holds for Jif Peanut Butter
Far from disappearing, Jif is positioning itself for future growth and innovation.
Expansion of International Markets
While historically focused on North America, Smucker’s has begun exporting Jif to new markets. In 2023, limited product trials launched in the UK and South Korea, with positive reception.
The company plans to expand EU distribution by 2025, pending regulatory compliance with food labeling laws.
Sustainability and Ethical Sourcing Initiatives
Jif has committed to sourcing 100% of its peanuts from farms practicing sustainable agriculture by 2026. Partnering with the Peanut Sustainability Initiative (PSI), the brand supports:
– Regenerative farming practices
– Water conservation programs
– Fair wages for peanut farmers
This effort aligns Jif with modern consumer values around environmental responsibility.
New Product Development
Innovation continues. Upcoming Jif launches include:
– **Jif Plant-Based Blends**: Mixing peanut butter with almond, sunflower, or oat proteins
– **Single-Serve Organic Pouches**: Designed for on-the-go nutrition
– **Flavored Spreads**: Limited-edition flavors like cinnamon swirl and honey drizzle
These products aim to attract health-conscious and adventurous eaters while respecting Jif’s traditional appeal.
How to Identify Safe, Post-Recall Jif Products
For cautious consumers, here’s how to ensure you’re buying current, safe Jif peanut butter:
Check the Product Code
Look at the label on the lid or side of the jar:
– Safe codes begin with **“1” or “2”** for jar sizes or “P” for squeeze packs
– Avoid codes starting with **“21” through “29”** in lot numbers, as these were involved in the 2022 recall
You can verify your Jif product using the recall checker on the official Smucker’s website.
Look for the “Quality You Can Trust” Seal
New Jif labels feature a prominent blue seal that certifies the product was made under post-remediation standards. This seal is not present on pre-2023 jars.
Verify Retailer Freshness
Always check the “Best By” date. Current Jif products manufactured after February 2023 are considered safe and compliant. If a jar seems old or dusty, it may be leftover stock—err on the side of caution and choose a fresher option.
Conclusion: Jif Peanut Butter Is Here to Stay
To definitively answer the question: No, Jif peanut butter has not been discontinued. Despite a serious and unfortunate safety incident in 2022 that led to a widespread recall and temporary production halt, The J.M. Smucker Company took decisive action to correct the problem.
Today, Jif is not only back on shelves but has emerged with a renewed emphasis on safety, transparency, and quality. The brand continues to lead the peanut butter market, supported by intense consumer loyalty and a strategic vision for the future.
If you’ve been holding off on buying Jif, waiting for confirmation of its return—now is the time. Whether you prefer the classic creamy blend, the satisfying crunch, or the natural simplicity of its organic line, Jif remains a trusted, delicious, and safe choice for your kitchen.
So go ahead—open that jar, spread it on toast, or mix it into your favorite recipe. The legend that is Jif peanut butter is alive and thriving.
Is Jif Peanut Butter being discontinued in 2024?
As of 2024, Jif Peanut Butter is not being discontinued. Despite various rumors circulating online and occasional social media speculation, the brand remains actively in production and widely available across major retailers in the United States. The J.M. Smucker Company, which owns the Jif brand, has not announced any plans to discontinue its peanut butter products. In fact, Jif remains one of the top-selling peanut butter brands in the country, known for its consistent quality and wide range of offerings, from creamy and crunchy to natural and reduced-fat varieties.
The confusion surrounding discontinuation may stem from temporary stock shortages or selective product changes, such as adjustments in packaging or limited edition flavors being phased out. However, these shifts are part of normal business operations and do not indicate a full discontinuation of the brand. Consumers can continue to purchase Jif Peanut Butter in grocery stores, online retailers, and major supermarket chains. The company continues to support the brand with marketing campaigns and innovation, further reinforcing its ongoing presence in the market.
Why did rumors about Jif Peanut Butter being discontinued start?
Rumors about Jif Peanut Butter being discontinued likely began due to a combination of isolated distribution issues, temporary supply chain disruptions, and misinterpretations of news events. For instance, in 2022, Jif faced a significant recall due to potential salmonella contamination, which led to temporary shortages on shelves. During this time, many consumers mistakenly believed the brand was being pulled permanently, fueling speculation about discontinuation. The recall, while serious, was a safety measure and not a precursor to ending the product line.
Additionally, changes in product availability—such as certain varieties being harder to find in specific regions—can lead consumers to assume a product is being phased out. Sometimes, social media posts or misleading headlines amplify these misconceptions. The J.M. Smucker Company responded to these rumors by reassuring customers that Jif remained a core part of its portfolio and that production had resumed following the recall. Clear communications and the return of products to store shelves helped dispel much of the misinformation.
Was there a recall on Jif Peanut Butter, and did it lead to discontinuation?
Yes, in May 2022, Jif issued a voluntary recall of several peanut butter products due to potential contamination with Salmonella. This recall affected multiple varieties and lot codes, primarily those produced at the Lexington, Kentucky manufacturing facility. The recall was initiated after the CDC linked several cases of salmonella illness to the consumption of Jif products. As a result, stores pulled the affected items from shelves, leading to widespread unavailability and public concern.
However, the recall did not result in the discontinuation of Jif Peanut Butter. Instead, the company worked with the FDA to address safety concerns, implement enhanced sanitation procedures, and resume production once compliance was verified. Jif products gradually returned to the market with updated safety protocols. The company emphasized its commitment to quality and consumer safety, ensuring the brand’s long-term continuity. Today, Jif remains on the market without any indication of permanent removal.
Are any Jif Peanut Butter varieties being discontinued?
While the Jif Peanut Butter brand as a whole is not being discontinued, the company may occasionally phase out specific varieties or limited-edition flavors as part of routine product portfolio management. For example, seasonal flavors or products with lower sales volumes might be removed to make room for new innovations. This is a standard practice in the food industry and does not reflect any broader issue with the brand’s viability.
Consumers concerned about their favorite variety should check the official Jif website or contact customer service for the most accurate information. The core product lines—creamy, crunchy, natural, and reduced-fat—remain in production and widely distributed. Any discontinuation of niche products is usually communicated in advance, and alternative options are often introduced to meet changing consumer preferences. Jif’s focus on innovation suggests an evolving but active product lineup.
Where can I still buy Jif Peanut Butter if I’ve had trouble finding it?
Jif Peanut Butter is still widely available at major grocery retailers such as Walmart, Kroger, Target, and Safeway, as well as online platforms like Amazon, Instacart, and the websites of major supermarket chains. If you’ve had difficulty finding Jif in your local store, it may be due to temporary inventory fluctuations or regional supply issues rather than a permanent absence. Checking store websites or using product locator tools on the official Jif website can help identify nearby stock.
Additionally, some stores may allocate limited shelf space to peanut butter brands due to high demand or supply chain adjustments, so visiting multiple locations or ordering online can increase the chances of finding your preferred Jif variety. Subscribing to restock alerts through online retailers can also be helpful. Jif continues to supply its products nationwide, so persistence in searching should yield successful results for most consumers.
Has Jif Peanut Butter changed ownership or production facilities recently?
Jif Peanut Butter is still owned and produced by the J.M. Smucker Company, which acquired the brand in 2001. While the ownership has remained consistent, the primary production facility in Lexington, Kentucky, was temporarily shut down during the 2022 salmonella recall. This facility later reopened after implementing significant upgrades to sanitation and safety processes under FDA oversight. The continuity of ownership and operations reaffirms the company’s commitment to the Jif brand.
There have been no recent changes in ownership or long-term shifts in production locations. The Lexington plant remains the central hub for Jif manufacturing. The company has invested in facility improvements to prevent future safety incidents and ensure consistent output. These measures support ongoing product availability and brand reliability, demonstrating that Jif remains a stable and prioritized product within Smucker’s portfolio.
Will Jif Peanut Butter be reformulated or rebranded in the near future?
As of now, there are no official announcements indicating a major reformulation or rebranding of the core Jif Peanut Butter line. The company has made minor adjustments to formulations in specific product lines, such as introducing more natural options with simpler ingredient lists to meet consumer demand for cleaner labels. However, these changes reflect market trends rather than a complete overhaul of the brand’s identity or composition.
Jif continues to focus on maintaining the taste and texture that consumers expect, while innovating within its existing framework. Any future changes are likely to be incremental and well-communicated to the public. Rebranding efforts, if implemented, may include updated packaging or marketing strategies, but the essential product experience is expected to remain consistent. Consumers can anticipate evolution, not replacement, in the Jif lineup moving forward.