Smucker’s® Fruit Spreads Get a Fresh, Fruit-Forward New Look

For the first time in almost three decades, Smucker’s^® is modernizing our classic fruit spread jars. Don’t worry — the iconic elements that have stood the test of time still remain, but now with a refreshed look!

The gingham pattern, first introduced in 1979, still sits atop the lid but now covers more of the jar real estate, featured as the background of the label, as well. The contemporary look puts more focus on the fruit, now larger and bolder with less greenery and more fruit. The flavor is listed directly below, along with a fruit spread descriptor to help our consumers familiarize themselves with the difference between jams, jellies, and preserves. 

"This redesign was about honoring Smucker’s^® most iconic assets and evolving them with modern intention,” said Dayna Lewallen, Senior Design Manager, Creative & Design at The J.M. Smucker Co. 

The fruit forward imagery and descriptive label help spark ideas for how consumers can expand their culinary uses of the products — from everyday breakfast to morning snacking and so much more. 

Same great fruit spread. A whole lot more freedom to enjoy your way.

Our Smucker’s label has been a core element of meals and moments for generations. The classic gingham pattern. The arched Smucker's logo. The personal signature from our founder, Jerome Monroe Smucker, that adorns every jar as our guarantee of quality. While the core elements of the jar remain as consistent as the flavor our consumers have come to expect, we couldn't be more excited to make even more memories for the next generation with our fresh new look.