Photos: Chris Emeott
A couple puts a high-protein twist on a classic breakfast staple.
When Michelle and Brian Platt saw a need for a fruit spread superfood, they decided to create it themselves. Jam Packd Jams, which has already made $200,000 in its first six months of direct-to-consumer sales, is a multiuse fruit spread loaded with real fiber, fruit, protein and much more. “People tell us it’s like a Fruit Roll-Ups in a jar. That’s such a compliment to us,” Brian says.
While the Edina couple kept jam on hand, Michelle and Brian weren’t overly pleased with the nutritional content available in existing brands. “We kind of noticed many sugar-free jams are very low in real fruit and don’t have any of the other good stuff that we naturally wanted,” Brian says.
Michelle spent the last 10 years on her health and wellness blog, My Purse Strings. Brian worked in advertising as a copywriter and creative director for most of his career. Today, the pair balance their superfood side hustle with Michelle’s full-time job as a school campus director and Brian’s freelancing career.
The Platts started the recipe testing in their kitchen in April 2024 but quickly realized their desired combination of ingredients might need additional help from professionals. They turned to a food science company based in Amsterdam that was excited about their vision. After rounds of trial and error, Jam Packd Jams came to life, and they began direct-to-consumer distribution in June 2025.
Brian and Michelle Platt turned to a food scientist in Amsterdam to help create a protein jam that was full of nutrients and flavor.
The product received more than 100 reviews in its first six weeks, with customers praising the fruit spread they’re adding to oatmeal, smoothies and yogurt, using on peanut butter and jelly sandwiches or even eating straight out of the jar with a spoon. The 3-Packd, which includes the current jam lineup of blueberry, raspberry and strawberry, is by far their best seller.
“It’s been really nice to see. People are writing us these ‘love letters’ about how they use the product,” Brian says. “Your friends and family, they’re always going to tell you, ‘You’re an angel. We love what you have.’ But when you get almost a perfect five-star review—4.87—from complete strangers, it feels great,” he says.
The Platts say one of the biggest trends in food is protein, but they feel their jam’s ingredient list being “everything and the kitchen sink” will grant their rise to success longevity, especially in a world where people are more conscious about what they put into their bodies.
“In all transparency, I wasn’t eating jam,” Michelle says. “[Jam is] just sort of empty calories, like I was looking for protein sources and doing smoothies and different things. And so again, we’re getting feedback from a lot of women, like, ‘I bought this for my kids,’ or ‘I just didn’t think I would eat jam, but I’m eating this now.’”
Jam Packd Jams comes in blueberry, raspberry and strawberry flavors. A grape version is in development.
The Platts attended Expo West in March. It’s a gathering of more than 70,000 people in the natural and organic product business. They were eager to connect with other entrepreneurs and share samples in person. Another step forward for the company was a celebrity collaboration with actor and comedian Howie Mandel, with a commercial shot for television, and in-store retail locations in Manhattan, Pop-Up Grocer on Bleeker Street and Eden Gourmet Marketplace. They are also in talks with Minnesota grocery stores to sell their products. Additionally, the Platts expect to add grape alongside its current trio of flavors.
When asked about how to inspire other entrepreneurs, Michelle says it’s important to learn about your product. “You have to become an expert,” Michelle says. “I feel like we’ve become experts.”
Jam Packd Jams
Instagram: @jampackdjams
