A nostalgic staple is getting a modern, protein-packed upgrade. JAMs, a new functional snack brand co-founded by NBA All-Star Karl-Anthony Towns and NFL quarterback Justin Fields, is turning the beloved peanut butter and jelly combo into a high-protein performance bar. The brand’s goal is simple: reimagine childhood favorites with clean ingredients and functional benefits for today’s active consumers.
Launched by wellness entrepreneurs Will Nitze (founder of IQBAR) and Christopher Feeney, JAMs peanut butter combines all-natural and real fruit spreads in a bar designed to support energy, muscle recovery, and satiety. Each bar contains a high-protein blend while remaining free of artificial additives — appealing to both fitness enthusiasts and everyday snackers looking for guilt-free indulgence.
As highlighted in CNBC’s coverage, the idea was born from a desire to offer a healthy version of a universally loved treat. The brand is part of a broader trend where nostalgia meets nutritional innovation, resonating with consumers who seek both taste and performance.
Nationwide Walmart Launch Signals Mass Appeal
Marking a major growth milestone, JAMs peanut butter has officially launched in over 4,000 Walmart stores across the U.S. This partnership, announced via Yahoo Finance, brings the brand from boutique shelves and online platforms into mainstream retail, making its products accessible to a nationwide audience.
The Walmart rollout is a strategic move, aligning with the retailer’s initiative to diversify its health-focused offerings and support emerging wellness brands. According to JAMs CEO Christopher Feeney, the collaboration opens doors to a wider consumer base — from athletes and gym-goers to students and busy parents.
Feeney emphasized the brand’s inclusive approach: “Our mission is to bring better-for-you snacking to everyone. The Walmart launch is a huge step toward that vision.” JAMs peanut butter also revealed plans to introduce new variants, including nut-free and reduced-sugar options, to cater to a broader range of dietary needs.
Athlete Involvement Adds Authenticity and Reach
More than just celebrity endorsements, the involvement of Karl-Anthony Towns and Justin Fields brings credibility and cultural relevance to the brand. Both athletes are actively engaged in JAMs’ development and outreach, offering insight into nutrition, athletic performance, and lifestyle marketing.
In an interview with CNBC, Fields described JAMs as “the perfect intersection of flavor, function, and nostalgia,” aligning with his own commitment to clean, effective nutrition. Their influence is helping JAMs connect with younger, health-conscious consumers who value transparency and authenticity.
With a powerful combination of star backing, a beloved flavor profile, and strategic retail expansion, JAMs peanut butter is positioning itself as a frontrunner in the protein snack space. As the functional food market continues to grow, JAMs is not just chasing trends — it’s setting them.
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