J.M. Smucker’s Uncrustables to unveil first limited time offering
Since their introduction in 1995, Uncrustables have become a key part of J.M. Smucker’s Consumer Foods business.
USA – For the first time in the brand’s 30-year history, J.M. Smucker’s Uncrustables is introducing a limited-edition flavour: Smucker’s Uncrustables Peanut Butter & Mixed Berry Spread Sandwiches, which will launch in May.
This new variety will include Uncrustables bread, peanut butter, and a sweet mixed berry spread made from a blend of strawberries and blueberries.
J.M. Smucker announced that this flavour is the first of two limited-time offerings (LTOs) planned for release in 2025. A second, unnamed flavour will debut later this year.
“Last fall, we introduced the brand’s first new PB&J flavour in a decade with Uncrustables Peanut Butter and Raspberry Spread Sandwiches. The overwhelmingly positive reception from both new and loyal Uncrustables fans showed the clear demand for flavour innovations,” said Chris Achenbach, director of brand strategy at J.M. Smucker.
The new limited-edition Uncrustables sandwiches will be available at select retailers in 4-count boxes, while supplies last.
“To meet the demand for more ways to enjoy Uncrustables, we will be launching two limited-edition flavours in 2025. We’re excited for consumers to try the Peanut Butter & Mixed Berry Spread Sandwiches and look forward to sharing our next flavour innovation later this year,” added Achenbach.
This new flavour will join Uncrustables’ existing lineup, which includes Grape, Strawberry, Honey, Chocolate Flavoured Hazelnut, and Raspberry, as well as Reduced Sugar Grape and Strawberry varieties.
All Uncrustables are made with bread baked fresh in the U.S. and contain no high-fructose corn syrup, artificial sweeteners, or colours.
In December, Rebecca Scheidler, senior vice president of Smucker’s Consumer Foods, stated that innovation is a crucial part of a three-pronged strategy that aims to drive Uncrustables sales toward the goal of reaching US$1B by the end of fiscal 2026. Uncrustables generated approximately US$800M in sales in fiscal 2024.
The company plans to focus on innovation through new flavours and the introduction of seasonal offerings.
Scheidler explained that focusing on seasonal products is beneficial for the brand’s growth in two ways: it expands eating occasions by inspiring new uses for Uncrustables and drives trial of varieties that consumers may not have noticed on shelves.
“As we continue our quest to connect with our consumers’ daily lives in new and exciting ways, we will seek additional occasions,” Scheidler concluded.
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