Smucker’s Uncrustables Flexes with High-Protein Expansion

Smucker’s Uncrustables is building muscle in the burgeoning protein category with the launch of its aptly-named Higher Protein PB&Js.

Available in two flavors – Bright-Eyed Berry (peanut butter and strawberry) and Up & Apple (peanut butter and apple cinnamon) – each serving delivers 12 grams of protein. According to the brand, the new product is the “highest protein offering across widely distributed PB&Js.”

Uncrustables Higher Protein will begin rolling out to retailers nationwide, including Kroger, Target and Walmart, this month with a SRP of $10.46 per 8-count box.

“As traditional breakfasts give way to whatever you can grab, sip or snack on first, Uncrustables is ready for them. The launch is about delivering real satisfaction. In the midst of morning chaos – where time is short and routines are unpredictable – Uncrustables steps in with unmatched flavor and function,” said Chris Achenbach, marketing director at The J.M. Smucker Co., in a statement.

The Uncrustables brand remains a powerhouse for its parent company. Last year, J.M. Smucker opened its newest and largest (900,000 sq. ft.) Uncrustables facility in McCalla, Ala., following an initial investment announcement in 2021. Armed with greater production capacity, the company aims to achieve its goal of $1 billion in annual net sales of Uncrustables by 2026.

With an increasing number of U.S. consumers using appetite-suppressing GLP-1 drugs and eating less, analysts recently questioned whether the Uncrustables brand was being impacted by this shift during the J.M. Smucker Co.’s first quarter 2026 earnings call.

“People who are consuming Uncrustables for the most part are athletes, families with kids and university [students]. We also have really good performance in convenience stores. So, from an Uncrustables standpoint, we really haven’t seen an impact [from GLP-1],” said president and CEO Mark Smucker.

Furthermore, with its new high-protein offering, the brand is likely to capture an even broader audience, including more individuals using GLP-1.

While Uncrustables holds a lion’s share of the frozen PB&J sandwich category, numerous new contenders have debuted in the space over the past few years, including Rudi’s Bakery, SunButter and Red’s. The most recent entrant vying for a piece of the pie is Jams, a high-protein challenger that launched in 3,000 Walmart stores in July. As private label continues to gain traction with consumers feeling inflationary woes, plenty of retailers have also launched their own private label frozen PB&J offerings, from 7-Eleven to Kroger to Walmart.

Chubby Snacks, which also produced a line of frozen crustless sandwiches, ceased operations last year after four years in business following a string of financial and legal challenges. The company had been sued by The J.M. Smucker Co. over false advertising, trademark violations and disparagement.