How Uncrustables, Smucker's frozen PB&J sandwich, became so popular - Business Insider

In 1998, jam and jelly maker The J.M. Smucker Company acquired a two-person company in North Dakota that was making sealed, crustless, peanut butter and jelly sandwiches for $1 millionOver the years, Uncrustables became a huge success generating sales of $365 million in the last fiscal year, despite not making a single TV ad or major marketing campaign for the product.

Today, Smucker's has built an empire out of these pillows of PB&J, called Uncrustables, which generated sales of more than $365 million last fiscal year. The company's goal is to reach $500 million in sales by the 2023 fiscal year. The company has never run TV advertisements or major marketing campaigns for the product, yet Uncrustables have developed all sorts of fans, from first responders to NBA players.

Both Smuckers and the PB&J got their starts around the turn of the century. The first known recipe for thein 1901. Just a few years earlier in 1897, Jerome Monroe Smucker founded the mom and pop jam shop called J.M. Smucker Company. So for more than a century, Smucker's jams have had a built-in market thanks to America's favorite sandwich. Onesay that Smucker's and peanut butter and jelly sandwiches go together like...peanut butter and jelly.

Uncrustables sales were up 26% for its 2020 fiscal year and accelerated to a 50% increase in Q4, which ended April 30 — meaning demand increased when the pandemic hit and most kids were at home, upending Uncrustables' primary designation as a school day lunchbox snack. This trend has confirmed to the team at Smucker's that kids' lunchboxes are just the gateway into a household's eating habits.

jamesruben 😋

I blame the school system. these are souuu goood

Frozen uncrustables are still a favorite snack of mine and I am in my 30’s. No shame

yes the rumors are true i made up $355m of these sales

_danlemle

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