What's Happening
RYSE has officially announced that its long-running SKIPPY Peanut Butter Loaded Protein will be discontinued and replaced by a brand-new collaboration featuring Jif Peanut Butter.
The new Jif Loaded Protein keeps the same Loaded Protein formula while introducing an authentic Jif peanut butter flavor. The move marks the end of one of RYSE's longest-standing licensed partnerships and begins a new collaboration with another of the most recognizable peanut butter brands in the world.
The formula itself remains unchanged. Each serving delivers 25 grams of protein from a blend of whey protein isolate, whey protein concentrate, and milk protein isolate, along with MCTs and prebiotic fiber. The change is centered entirely around the licensed flavor partnership rather than the nutritional profile.
RYSE has confirmed the SKIPPY flavor will be phased out as inventory sells through, with Jif becoming the permanent peanut butter offering in the Loaded Protein lineup. The new flavor is now available through RYSE's website and participating supplement retailers.
Why It Matters
Licensed collaborations have become one of RYSE's biggest competitive advantages, helping the brand stand out in an increasingly crowded protein category. Replacing a successful partnership isn't a decision many brands make, which makes this one of RYSE's most significant product lineup changes in recent years.
The move also demonstrates how licensing agreements continue to shape the supplement industry. As partnerships evolve and contracts change, brands have opportunities to refresh established products while maintaining consumer interest through recognizable household names. For many consumers, this won't simply be a new label—it will be a direct comparison between two of the biggest peanut butter brands in America.
Bigger Picture
The supplement industry has increasingly embraced partnerships with legacy food brands, turning licensed collaborations into long-term product strategies rather than short-term marketing campaigns. RYSE has been one of the leaders in that space, building a portfolio that includes partnerships with brands like Kool-Aid, Country Time, Jet-Puffed, SunnyD, Ring Pop, and now Jif.
The transition from SKIPPY to Jif highlights how these collaborations continue to evolve as brands grow. Rather than simply launching new flavors, companies are refreshing established product lines with new licensing partners, giving consumers familiar products with a fresh identity while keeping innovation focused on brand experiences as much as formulations.
Sources
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