If you cannot find your favorite The Bacon Jams product in your local store this fall, there is no need to panic, as it will be there, just under a new name, writes Kenneth Hilario for the Philadelphia Business Journal.

The Norristown company, popular for its delicious spreadable bacon, is undergoing a transformation, including rebranding to TBJ Gourmet and expanding its product line to non-bacon products.

“When we started The Bacon Jams, it was a Kickstarter campaign, selling direct to consumer,” said managing partner Michael Oraschewsky. “Then we started getting into the gourmet specialty food stores and high-end groceries.”

He added that while the company’s identity says fun novelty, it was necessary to pay more homage and respect to stores that carry the product and show that the company is as gourmet as its product is.

The company worked with Curious & Co. Creative to design a new logo and labels to give The Bacon Jams less of a gift-shop look and more of an upscale one, while still retaining its characteristic personality and warmth.

The rebranding also gives the company the opportunity to offer more varied products, including some vegetarian options like coffee spread.

“We’ll be launching products that aren’t necessarily bacon-related,” said Oraschewsky. “The ‘bacon jam’ pigeonholed us. It made us a one-trick pony in terms of brand identity.”

Read more about the changes in the Philadelphia Business Journal by clicking here.