The J.M. Smucker Company Goes Beyond Jam With Its New Corporate Identity

The CPG manufacturer wants people to know it makes more than just strawberry jelly

The new J.M. Smucker Company logo
The company’s portfolio includes brands that compete in the coffee, snacks and pet food categories. The J.M. Smucker Company

The J.M. Smucker Company is closely associated with its namesake line of jellies and jams. Its longstanding corporate logo, which features two red strawberries under a Smucker’s banner, only reinforces the connection.

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.