By Allison Watkinson
TLL Reporter
The classic peanut butter and jelly combination is getting a colorful makeover in the baking aisle.
Jif and Smucker’s have partnered with My Favorite Company to launch a line of flavor-inspired sprinkles that reimagine the iconic pantry duo as playful baking decorations.
The collection, available now at Walmart stores nationwide, includes four varieties: Jif Peanut Butter Sprinkles, Jif Peanut Butter & Chocolate Sprinkles, Smucker’s Strawberry Sprinkles, and Smucker’s Grape Sprinkles.
Each jar is designed to visually echo the brands’ classic packaging, creating instant shelf recognition while introducing the products to a new category.
“This collaboration is a natural extension of two of the most beloved brands in the pantry,” said Ross Misher, CEO of Brand Central, which brokered the licensing deal for The J.M. Smucker Company. “By partnering with My Favorite Company, we were able to translate the emotional connection consumers have with Jif and Smucker’s into an unexpected new category, delivering both fun and innovation in a way that feels authentic to the brands.”
The sprinkles are designed for versatile use on cookies, cupcakes, ice cream, and other desserts, offering families a new way to incorporate familiar flavors into home baking. The launch celebrates the timeless PB&J pairing while inviting creative experimentation in the kitchen.
My Favorite Company specializes in branded confections and edible baking decorations, working with established brands to extend their presence into baking and confectionary products. The wholesale manufacturer focuses on product development, brand stewardship, and national retail distribution.
Brand Central, headquartered in Los Angeles with seven offices nationwide, operates as a brand consultancy and licensing agency. The company represents major brands including Mars Wrigley (M&M’s, Skittles, Starburst, Twix, Snickers), Kraft Heinz (Heinz, Jell-O, Kraft Mac & Cheese, Oscar Mayer, Kool-Aid), The J.M. Smucker Company (Smucker’s, Uncrustables, Folgers, Jif, Milk-Bone, Meow Mix), Bimbo Bakeries (Entenmann’s, Thomas’, Little Bites), Tapatío Hot Sauce, and Calypso Lemonade.
The Jif and Smucker’s Sprinkles collection is currently available exclusively at Walmart locations across the United States.