• J. M. Smucker’s Jif peanut butter has announced a refresh, the brand’s first significant update in 30 years.
• Jif’s update aims to highlight the different ways to eat peanut butter beyond sandwiches while contemporizing the brand.

Sure, apple pie and baseball are pretty American, but I would add peanut butter and jelly sandwiches to that list, too. The preparation, consisting of spreading peanut butter and fruit jelly on bread, is simple enough that a child can do it safely. It also just tastes damn good and is a lunchbox legend, no matter how old you are.

But just because PB&Js are a timeless recipe, it doesn’t mean that Jif, one of the leading brands of peanut butter, has to cling to the past forever. Recently, Jif, owned by The J.M. Smucker Co., unveiled its first major brand refresh in decades. The updated look is also accompanied by a new strategy of moving beyond sandwiches, showcasing the culinary versatility of peanut butter.