ORRVILLE, Ohio — Smucker’s is rolling out a redesigned look for its fruit spreads for the first time in nearly three decades. The update changes the packaging but keeps the product itself unchanged.
The new jars will begin appearing in spring 2026. They feature expanded gingham patterns. They also include brighter color coding by flavor and more prominent fruit imagery. These changes aim to improve shelf visibility and modernize the brand’s presentation.
The redesign applies across Smucker’s core fruit spread lineup. This includes jams, jellies, and preserves. The ingredients and formulation remain the same. Consumers will get the product they are already familiar with.
The company says the update is meant to balance nostalgia with clearer visual differentiation. This makes it easier to distinguish between flavors.
The move comes as legacy food brands revisit heritage design elements. These updates help brands stay relevant with younger consumers. At the same time, they maintain recognition among long-time buyers.
A packaging refresh rooted in brand recognition
The most noticeable change is the expansion of Smucker’s signature gingham pattern. It now appears on both the lid and the front label. Previously, it was primarily limited to the lid.
According to Dayna Lewallen, Senior Design Manager of Creative & Design at The J.M. Smucker Co., the redesign builds on existing brand equity. It also adapts the packaging to modern retail environments.
She said the update focuses on evolving “the brand’s most iconic assets.” At the same time, it makes the packaging more visually distinct. It also makes it easier for shoppers to navigate.
In addition to the gingham expansion, each flavor now features more vibrant and differentiated colors. The jars also include larger fruit visuals. This shift aligns with broader CPG trends. These trends emphasize quick recognition and stronger shelf impact.
Industry context: packaging as a competitive lever
Smucker’s redesign reflects a wider movement across the food industry, where packaging is increasingly treated as a strategic tool rather than a static brand asset.
Brands are investing in:
- Color-coded systems to simplify decision-making at the shelf
- Heritage cues like retro patterns to tap into nostalgia
- Visual clarity to compete in crowded retail and e-commerce environments
At the same time, the update aligns with the ongoing resurgence of ’90s-inspired branding, particularly among millennial consumers who now make up a large share of grocery buyers.
Why it matters
Smucker’s packaging refresh highlights how legacy CPG brands are balancing consistency and reinvention. It shows how brands can evolve without losing their identity.
The company is retaining recognizable elements like the gingham pattern. At the same time, it is enhancing visibility through color and imagery. This approach responds to retail competition. It also addresses evolving consumer expectations.
The move underscores the growing importance of packaging as a marketing channel. This is especially true in environments where purchase decisions are made in seconds.
Private label and emerging brands continue to gain traction. In response, established players are turning to design updates. These updates help reinforce brand identity. They do so without changing product formulations.
Editor’s note: Source86 perspective
For food manufacturers, suppliers, and private label brands, Smucker’s redesign reflects a key industry shift. Packaging is no longer just functional. It is now strategic.
Visual differentiation plays a critical role in driving purchase decisions. Shelf impact also matters more than ever. Brand storytelling is another key factor. This is especially true in categories like spreads, snacks, and pantry staples.
At Source86, we help CPG brands align packaging innovation with supply chain execution. This includes sourcing bulk ingredients. It also includes supporting private label development. We assist with R&D and co-manufacturing as well.
Whether updating legacy products or launching new ones, the right partners make a difference. They help ensure your product stands out on the shelf. They also help maintain consistency at scale. Let’s talk.
FAQs
No. The company confirmed that the fruit spread inside remains the same, including ingredients, taste, and quality.
The redesigned packaging will begin rolling out in spring 2026, with availability expanding across retail locations over time.
The update includes a larger gingham pattern on both the lid and label, brighter color differentiation by flavor, and more prominent fruit imagery for improved visibility.
External source: Smucker’s® Fruit Spreads Get a New Look for the First Time in 30 Years, Reimagining Its Iconic ’90s Design with a Fresh, Flavor-Forward Take
