So I finally decided to follow her instructions and get a jar of Jif — only to find that there was no recipe on the label, lid, or anywhere else. Desperate for a warm peanut butter cookie ...

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.