Man buys new JIF peanut butter. Then he sees the design—and notices something shocking: ‘I’m so sick of corporate greed’

These days, it feels like everything is getting more expensive. To make matters worse, it seems like the products you buy just aren't as good—or as substantial—as they used to be.

Many people have noticed this, and as a result, two quirky new words have entered common parlance: “Shrinkflation” and “enshittification.” 

The former, shrinkflation, refers to products getting smaller while companies still charge the same price (or more) for them. The latter, enshittification, refers to the tendency of modern products to be made worse in order to increase company profits.

Spend enough time on the internet, and you can find countless examples of both of these concepts. But go to a grocery store, and you'll see just how bold some companies can be with their sizing and pricing.

Recently, one man sparked discussion after claiming that there was a new entrant in the long list of shrinkflationists: Jif Peanut Butter. But is he correct?

What Happened To Jif Peanut Butter?

In a video with over 116,000 views, TikTok user Scott (@skaught85) shares what he believes is an example of shrinkflation.

“[In] 2013, Jif Peanut Butter had a jar that looked exactly like this, but it wasn't the same jar. That jar was able to hold 18 ounces of peanut butter. Today, our jars hold 16 ounces while keeping the same silhouette profile,” he shares.

He claims the manufacturer was able to do this by deepening the divot in the bottom of the jar.

“So, let's talk about this,” he continues. He then holds up a package of Jif Squeeze Creamy Peanut Butter. In contrast to the other peanut butter, this is served in a squeezable package.

“You will notice now it is 13 ounces, in contrast to the 16 ounces. You're getting less,” he shares. “The company benefits by having a smaller packaging. It's easier to ship. Worst part of it all is that this costs more. You get less. You get less for more money.”

He compares this shrinking to the British pint. According to Scott, the British pint became such a standard that glasses would be emblazoned with a crown to show that they actually held a full pint.

From here, he compares the two peanut butter containers. He finds that using the squeezable pouch requires him to use more peanut butter, as he cannot wipe his knife back in the container.

“I say all of this because I want you to value the work it took to make your money,” he concludes. “You made the money, and when companies prey upon normal human behavior to sell less and tell you to pay more and try to manipulate you, they're not being honest.”

Is Jif Another Example Of Shrinkflation?

Kind of.

His story about the British pint is correct. However, his story about Jif is stretching the facts. To start, as Scott says, Jif began downsizing its peanut butter from 18-ounce to 16-ounce jars over 10 years ago. The 2-ounce difference was not made up by deepening the bottom divot. Instead, the jar was simply slimmed down.

At the time, a spokesperson said that the price for the smaller jar would be adjusted accordingly. This would not necessarily make it an example of shrinkflation—though, in the years since, the price has increased.

But what about the squeeze pouch? While it retails for around the same price as a jar and contains three fewer ounces of peanut butter, Jif says that it is not meant to be a replacement for their jars. Instead, this is just a different product. Whether one wants to pay a premium for a different form factor is up to them.

It's also not new. The product debuted back in 2020, with the company saying that the design was “making it even easier and quicker for Jif lovers everywhere to get their Jif fix.” According to the company, this design meant “No knife. No spoon. No problem!” The regular jars are still, and will still be, available.

So, is Jif undergoing shrinkflation? If they are, this video certainly doesn't prove it. Are they being deceptive? That's a matter of opinion.

Commenters Are Sick Of Deception

No matter whether Jif is being deceptive or not, commenters agreed that companies are going too far in their actions against consumers.

“Everything SUCKS now,” reads one highly-favorited comment.

“Gatorade also shrunk their bottles. Did they think we wouldn't notice?” asked another.

“‘Family size' and ‘party size' of chip bags now is just the normal size,” observed a third.

We've reached out to Scott via website contact form and TikTok direct message, and Jif via email.

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