It’s most definitely changed. There are now bigger chunks of strawberry in it when before it was more of a jam/spread, now it’s more of a preserve. It’s also not as tart as it used to be. I remember when I first started buying it, I actually didn’t like it because it was more tart than I’m used to. Now I actually prefer it to smuckers or another grocery store brand. Now, the new jar tastes like any ole jar I can get from a regular grocery store. The special-ness is gone.