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Uncrustables is a $1 billion brand. Now everyone wants in
The frozen PB&J brand added 3 million households as new rivals from Welch’s to Jams target its convenience and protein gap.
- Uncrustables hit a major milestone this year, crossing $1 billion in annual sales, the company revealed in June. The brand has become an unstoppable force for parent company Smucker.
- Sales are up 16% in 2026, marking the fourth consecutive year of double-digit increases. The brand added more than 3 million households over the past year, driven by broad appeal among adults and professional athletes.
- Competitors are now flooding the market, including Jams and Welch's, which is rolling out a "Real PB&J" at Walmart. The Welch's product is 50% bigger than an Uncrustable and has about double the protein.
- Defending its patented crimped seal, Smucker is pursuing legal action against the now-defunct Chubby Snacks. The company is also embroiled in a lawsuit with Trader Joe's over similar packaging.
- Consumer package goods analyst Nate Rosen sees the competitive pressure as a sign of a category that has "fully arrived." As more brands enter, a positive feedback loop develops where consumers increasingly demand these sandwiches.
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15 Articles
15 Articles
Uncrustables is a $1 billion brand. Now everyone wants in
By Jordan Valinsky, CNN New York (CNN) — One of America’s oldest sandwiches is the newest battleground in the freezer aisle.The humble peanut butter and jelly has been a staple in kitchens for decades, beloved by parents looking to fix a quick meal for their kids. Then the crustless, pre-packaged Uncrustables rolled out in grocery
·Panama City, United States
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Leaning Left0Leaning Right0Center15Last UpdatedBias Distribution100% Center
Bias Distribution
- 100% of the sources are Center
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C 100%
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