GoKawiilConnor Blakley's Jams PB&J brand challenges Smucker's Uncrustables in Target, NFL locker rooms
Connor Blakley, a 27-year-old high-school dropout who built a career advising major brands on Gen Z marketing, has launched his own packaged food company, Jams. The peanut butter and jelly sandwich brand is now competing directly with Smucker's Uncrustables, securing shelf space at Target and landing in NFL locker rooms.
GoKawiil's interpretation of the reporting above, not reported fact.
Blakley's move from consultant to competitor signals a broader shift where younger creators bypass legacy brands entirely, using firsthand knowledge of youth culture to build rival products rather than just advising incumbents. It also shows how a category long dominated by a single player, Uncrustables, can face fresh disruption from founders willing to skip traditional retail and marketing playbooks.
- Connor Blakley pivoted from Gen Z marketing consultant to CPG founder with his own product.
- Jams PB&J sandwiches are now sold at Target and used in NFL locker rooms, competing with Uncrustables.
- The story highlights a trend of young entrepreneurs disrupting established consumer brands rather than just consulting for them.
Smucker's Uncrustables Peanut Butter & Grape Jelly Sandwiches — The incumbent that Jams is gunning for, these frozen crustless PB&J sandwiches are the lunchbox and locker-room staple the article centers on. Grab a box to taste the category benchmark for yourself before the challenger brand hits your Target.
See Smucker's Uncrustables Peanut Butter & Grape Jelly Sandwiches on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: fastcompany.com, 2026-09-02
Published there as: “Connor Blakley used to tell America’s biggest brands what Gen Z wanted. He’s no longer waiting for them to listen”
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