Uncrustables, sold by J.M. Smucker Co., are on track to hit over $1 billion in sales. In 2021, the company invested heavily to boost distribution due to immense demand. A new competitor, Jams, offers a protein-enhanced version, targeting health-conscious consumers. Unlike Uncrustables, Jams claims to lack artificial ingredients and provides more protein per ounce. The competitive landscape raises questions about the necessity and marketing strategies of health-focused products in the food industry, especially in context of consumer anxiety over food choices.
The biggest selling point of Jams is its lack of seed oils, dyes, artificial colors and flavors, and high fructose corn syrup, in addition to having the "most protein per ounce of any peanut butter and jelly that's currently on the market."
NFL teams, for whom macros likely matter much more than they do for me, go through at least 80,000 Uncrustables per year.
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