MINNEAPOLIS — Vibrant growth for Uncrustables has The J.M. Smucker Co. working to ramp up the momentum, including by bolstering production, marketing and innovation for the handheld PB&J sandwich brand.
Double-digit growth for Uncrustables fueled a 3% net sales gain in the fiscal 2027 first quarter for J.M. Smucker’s US Retail Frozen Handheld and Spreads business, which also saw profit climb 13% year over year. The Minneapolis-based food company said a 10% increase in volume/mix for Uncrustables lifted the division’s performance, and the Away From Home segment also benefited from rising Uncrustables volume.
“Beginning with Uncrustables, the brand delivered 12% net sales growth at the total company level, driven by a double-digit increase in volume/mix,” Mark Smucker, chairman and chief executive officer, said in reporting first-quarter results. “The brand achieved record quarterly volume, net sales and household penetration, reflecting the strength of our proven brand-building model, continued distribution gains and consumer-led innovation.”
J.M. Smucker has prioritized Uncrustables as one of its key growth platforms. In fiscal 2026, Uncrustables surpassed annual sales of $1 billion.
“Momentum for the Uncrustables brand remains strong, and with household penetration of 27%, we continue to see significant runway ahead,” Smucker said. “To support this growth, we are accelerating our plans to bring the second phase of our McCalla, Ala., facility online toward the end of this fiscal year.”
Manufacturing, innovation boost
J.M. Smucker opened a 900,000-square-foot manufacturing plant for Uncrustables in McCalla back in November 2024, which freed the brand from previous production capacity constraints. Then, this past January, the company said it’s investing $27 million in the McCalla facility to fortify production and operations.
Growth for Uncrustables has been driven in part by J.M. Smucker’s stepped-up innovation efforts for the brand. In September 2024, the company launched the first new flavor for Uncrustables in 10 years (peanut butter and raspberry spread), which was followed in May 2025 by the brand’s first-ever limited-edition flavor (peanut butter and mixed berry spread) and in October 2025 by the rollout of higher-protein Uncrustables sandwiches.
Earlier this year, Smucker said at an investor conference that Uncrustables would be expanding from the freezer to the fridge with the launch of sandwiches with a five-day refrigerated shelf life. The product, which can be stored in the freezer for a longer lifespan, made its debut in July.
“Our newest innovation, fridge-friendly Uncrustables sandwiches, is resonating with consumers, and we are beginning to support the launch with a robust marketing campaign across social, influencer and digital channels,” Smucker said. “We are also building on the strong momentum of our morning protein platform with the recent launch of two new flavors, Beamin’ Berry Blend and Burstin’ Blueberry. These varieties are driving incremental growth and further expanding the Uncrustables brand’s presence in the morning occasion.”
Growth story
Uncrustables’ ongoing growth factored into J.M. Smucker’s raised top-line guidance for fiscal 2027, to net sales decreases of 1% to 2% from the previous projection of down 3% to 4%, said Tucker Marshall, chief financial officer and executive vice president of Frozen Handheld and Spreads and Sweet Baked Snacks.
“In US Retail Frozen Handheld and Spreads, we now expect net sales to increase low-single digits compared to the prior year, driven by the strength and momentum of the Uncrustables brand,” he said.
“Fridge-friendly” Uncrustables can be stored in and eaten straight from the refrigerator for up to five days.
| Photo: J.M. Smucker Co.In an Aug. 26 conference call with analysts on first-quarter results, Marshall said J.M. Smucker is reinvesting a portion of its tariff refunds in the Uncrustables plant in McCalla.
“As we think about the business, we continue to support growth,” he said. “We now expect high-single-digit growth for the Uncrustables brand, total company, total venture. And as we move forward, we’ll continue to support the portfolio with ongoing marketing investments and also ensuring that we continue to bring production along as we support demand. As you can see or you may have read, we are increasing preproduction expenses for the year in support of the McCalla, Ala., facility. And so, the margin profile may take a slight step back in our next few quarters, but the profile continues to remain strong.”
When asked what was behind Uncrustables’ strong growth, Smucker said, “I would sum it up this way: All the fundamentals are right.”
“We’ve got new marketing, the launch of fridge-friendly,” he explained. “You can keep the Uncrustables stored in your fridge for five days — so instant consumption, if you will. Price-pack architecture is right. So, just competitively, I think we’re in the sweet spot there. The breadth of our offerings, whether that’s new flavors — some are limited-time offerings — and hitting on dayparts with the higher-protein offerings as well. Just the combination of all of those things has also led to stronger distribution gains. And our Away From Home business is performing well, still building out our c-store presence with the larger chain customers. So I would just say it’s a tale of just doing all of those important things right.”
Marshall said Uncrustables “continues to be a great story” for J.M. Smucker.
“It’s going to demonstrate another year of growth,” he said. “It continues to demonstrate growth in traditional US retail channels and also in the away-from-home channel. We’re also bringing along innovation. We’re supporting brand-building, and we are increasing capacity in support of ongoing demand.”
English