Jackson won't typically eat Milk Bone-type treats either (except those little nugget ones). Anything hard and crunchy, he won't touch.
The only treat I've found he consistently likes is
Canz Real Meat treats. He likes
Zuke's usually but he has turned his nose up those a few times too.
Anything with one ingredient or few ingredients, he seems to LOVE! I like buying him those freeze-dried one ingredient treats, like these:
Amazon.com: PureBites Beef Liver Dog Treats, 16.6... or these:
Prime Taste Treats Real Chicken Freeze Dried...
But I also buy him those cheese sticks from the grocery store and we use those for training treats, or I broil chicken breast and use it for about 5 days keeping it in the fridge