How Rudi’s Cracked the Code On A Gluten-Free PB&J

Somewhere between 10% and 30% of Americans avoid or have avoided gluten, yet the burgeoning frozen sandwich category historically has lacked options for this significant swath of shoppers. Even the J.M. Smucker Co. has yet to offer a gluten-free iteration of its $1 billion Uncrustables brand.

Filling an unmet need in a growing market, Rudi’s Rocky Mountain Bakery debuted Gluten Free Sandos with Justin’s Peanut Butter in Grape and Strawberry flavors in August. Produced on dedicated gluten-free equipment, the frozen sandwiches are available in 4-count packages for $8.99 at Giant Company, Hy-Vee, King Soopers and Wakefern stores.

According to Justin Gold, chief innovation and strategy officer, development spanned a year as the Rudi’s team retooled its gluten-free bread recipes to stand up to the machinery. The product features a soft, crustless pocket baked with sorghum and brown rice flours.

“Our biggest challenge was formulating a gluten-free recipe specifically engineered for our sandwich press,” Gold told Nosh.

In recent years, the frozen sandwich category has drawn numerous entrants including Jams, 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 crustless peanut butter and jelly sandwiches, ceased operations last year following a lawsuit by Smucker’s.

Rudi’s, which tapped Gold to lead product development two years ago, is building a formidable rival to the category leader behind “better bread and better spread.” In an email interview, Gold shared insights on the latest innovation and the company’s new partnership with Justin’s, the peanut butter brand he founded and sold to Hormel Foods nine years ago.

I know gluten-free was a top-requested item, but what is the market opportunity here for Rudi’s?

We are working to establish a two-prong approach. 1) This is the only gluten-free PB&J sandwich available commercially and with no compromises on quality or taste. 2) We make some of the best gluten-free breads, and this is a great way to introduce them to some and remind others of the Rudi’s brand.

How long did it take to commercialize the gluten-free SKUs?

About one year. Once we launched our original Sandos with overwhelming success, we knew gluten-free was next and began building our new specialty bakery to produce in-house on a dedicated line.

Why hasn’t Uncrustables or another frozen PB&J brand done this before, and how is Rudi’s uniquely suited to bring this to market?

Not sure. But I can tell you that it is not an easy product to make, and we have a competitive advantage by baking the gluten-free bread here fresh in-house and using it right out of the ovens for the Sandos. This process keeps the quality and freshness locked in for a great PB&J experience.

Can you share any color on the decision and process to incorporate Justin’s Peanut Butter into the Sandos, and why start with the gluten-free SKUs?

It was my goal to get Justin’s involved and we wanted to make it a big announcement. It’s so special to bring my two favorite companies together for a collaboration and a great product.

Justin’s will eventually be rolling out into all of our PB Sando’s. Launching the world’s first Gluten-Free Sando was too big of an opportunity to not involve Justin’s.

Can you talk about any other R&D in the works or what categories/opportunities you are seeking to disrupt next?

We love keeping our consumers in suspense and have a deep pipeline of innovation. I can say that baking is our business, and we have our sights set on becoming a baking platform powerhouse.