Michelle and Brian Platt turned a simple idea into a fast-growing side hustle with Jam Packd, a brand that makes functional, protein-filled fruit spreads. Based in Minneapolis, the husband-and-wife team created a jam that is very different from the traditional version many people grew up eating. Their product is made with ingredients like organic fruit, collagen peptides, prebiotic fiber, omega-3s, vitamins and minerals, and contains no added sugar.

The idea began in April 2024 after Michelle returned from a business conference where she spoke about online entrepreneurship, influencer marketing, and digital outreach. With her background running a health and wellness website, she saw an opportunity to create a product in the better-for-you food space. Since her family regularly used jam but disliked how sugary and nutrient-poor many options were, Brian suggested creating a healthier version. That conversation led to the start of Jam Packd.

Before launching, the couple invested around $20,000 into the business. Their early expenses included building a website, securing a domain name, working on branding, hiring a designer, paying legal fees, running focus groups, and connecting with a food scientist. Their homemade recipes did not have the right taste or texture, so they needed professional help to make the product work. They also had to find a co-packer that could produce the jam with their specific ingredient list.

Brian, who has decades of experience in advertising, said one of the first things he needed was a label. Even though their first version was rough, it made the business feel real and gave them something to test with potential customers. Once focus groups showed interest, they moved forward with food scientists, branding, trademarks, vendors, and production partners.

Michelle’s background as a blogger helped her understand websites, SEO, social media, newsletters, influencer marketing, affiliate marketing, and video content. Brian brought branding and advertising experience. Since they both had full-time responsibilities, they also used freelancers for technical support. ChatGPT became a helpful tool for solving Shopify issues, finding useful apps, and thinking through business strategy.

Like many new businesses, Jam Packd faced challenges. Michelle said they had to stay extremely organized because there were so many details, from ingredients to margins. Brian explained that vendors and production partners often do not care about your business as much as you do, which can lead to slow responses, mistakes, and delays.

One major issue happened when Brian noticed a mistake on the nutrition label for their blueberry jam. Even though the product had been lab-tested, a typo made it onto thousands of jars. To fix it, the couple flew to their warehouse in Utah and manually placed corrected nutrition stickers on every jar.

Despite the obstacles, the brand gained traction quickly. Jam Packd sold out of its first production run in about 30 days and soon began bringing in more than $1,000 per day. So far, the company has passed $50,000 in sales and is on pace to reach $400,000 to $500,000 in its first year through direct-to-consumer sales.

For Michelle, the most rewarding part has been building something from scratch and seeing customers enjoy it. For Brian, the best part is being able to test ideas directly with the public instead of having them approved or rejected by corporate decision-makers.

Their biggest advice for other entrepreneurs is to take first impressions seriously. A strong name, polished packaging, professional branding, an appealing website, and a quality product can make a major difference. Brian also emphasized the importance of questioning everything, staying alert, and thinking carefully through potential problems before they become costly mistakes.