Snacks & Candy

Smucker: More Than Just Jam

CPG company updates identity to better reflect portfolio that includes peanut butter, snacks, coffee, more
Smucker logo

ORRVILLE, Ohio — The J.M. Smucker Co. unveiled an updated corporate identity—including a new logo and redesigned website—that it said better reflect the company's diverse portfolio of jellies, peanut butter, snacks, coffee and pet products, its category expertise and its multi-generational appeal.

During the past two decades, the company has grown from an $800 million jams and jellies business to a more than $7 billion multi-category consumer packaged goods (CPG) leader; however, Smucker is still largely known for its namesake products.

For the past 30 years, Smuckers’ visual identity has borrowed heavily from its namesake line of jams, jellies and preserves. With its portfolio growing dramatically to also include brands in the coffee, pet food, pet snacks, peanut butter and snacking categories, the leadership team decided the company needed a fresh visual identity that pays homage to the company's origins while also reflecting its growth ambitions.

"Given our ambitions of continued transformational growth, it is important our identity reflect the company we've grown to become and the one we aspire to be," said Mark Smucker, president and CEO. "Our new identity will aid our efforts to attract additional talented professionals, reinforce our category expertise with customers and suppliers and create greater awareness of the value we bring to our partners helping to spur new opportunities."

"We have a tremendous portfolio of brands, products that appeal to every generation of consumers and employees who are passionate about operating responsibly," said Smucker. "With this new identity, we are able to shine a light on what makes us unique and give people a reason to learn more about how we're using our business to positively impact people and pets."

Rick Barrack, chief creative officer and co-founder of CBX, New York, which helped Smucker design the new logo and website, said, “The new identity uses the familiar strawberry to anchor the mark, a pivot point to convey change and the movement of shapes to express the future. We think it captures the essence of their organization, while giving a nod to their heritage."

Orrville, Ohio-based Smucker has a portfolio that includes brands such as Folgers, Jif and Milk-Bone, as well Sahale Snacks, Café Bustelo and Uncrustables, among others.

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