Another Uncrustables Challenger Has Entered the Chat

A new challenger to Smucker’s Uncrustables has stepped up to the plate.

Jams, a high-protein take on the frozen peanut butter and jelly sandwich, debuted today exclusively in more than 3,000 Walmart stores nationwide.

The brand was created by consumer products house The DropOut Companies and counts a growing roster of influencers and athletes as its partners, including football players Micah Parsons and CJ Stroud, soccer player Alex Morgan, online creators The LaBrants, and Poppi co-founders Allison and Stephen Ellsworth.

With 10 grams of protein per sandwich, the products are free from seed oils, high-fructose corn syrup and dyes. Flavors include Strawberry and Mixed Berry.

“Jams was born from a simple belief: you shouldn’t have to choose between delicious taste and ingredients you can feel good about,” said Connor Blakley, co-founder of The DropOut Companies, in a statement. “Our product does not taste like artificial garbage, we are confident that overdelivering value will resonate with the modern consumer in a powerful and perennial way.”

Based in Nashville, The DropOut Companies was established two years ago by Blakley and Josh Franko as a next-generation house of brands focused on “building future consumer classics.”

Jams is the first brand to emerge from the platform, but it certainly isn’t the first up-and-comer attempting to topple category leader Uncrustables, a brand barreling towards $1 billion in annual sales.

In recent years, the frozen sandwich category has drawn a number of entrants, including Rudi’s, Red’s and SunButter, as well as private label players vying for limited shelf space in the set. Chubby Snacks, which also marketed a line of frozen crustless sandwiches, ceased operations last year following a lawsuit by the J.M. Smucker Company accusing the brand of false advertising, trademark violations and disparagement.