Connor Blakley Competes with His Own PB&J Brand Against Smucker's

Connor Blakley, who previously advised major brands on Gen Z preferences, has founded his own consumer goods company, Dropout Cos., and is now directly challenging J.M. Smucker Co. Blakley, who at 18 had sent a letter to Smucker's CEO offering his marketing services, has launched a competing product: a frozen PB&J sandwich named Jams.

Smucker's company declined Blakley's offer in 2018, despite the CEO expressing impressment with Blakley's approach. Now, Blakley's Dropout Cos. operates several consumer brands, including Jams. This competitor to Smucker's Uncrustables has achieved significant success, appearing in half of NFL locker rooms and becoming the official PB&J partner of the NFL Players Association.

Jams' sales at Target stores have nearly quadrupled from December to April, with the company anticipating continued growth. Blakley has also secured high-profile endorsements, including former NFL player and media personality Pat McAfee, who is now a co-owner of Jams. The company leverages McAfee's extensive network and media influence for product promotion.

Blakley, an entrepreneur since age 13, believes Gen Z's appreciation for authenticity and longevity represents a substantial market opportunity. He has expanded his product line with Bronco breakfast bagels, also distributed at Target. Blakley has previously warned other brands that ignoring emerging generations could lead to facing stronger competitors in the future.