New protein PB&J Jams hits Walmart stores nationwide

USA – The new health-focused peanut butter and jelly brand, Jams, has launched nationwide at Walmart, offering a convenient, clean-label, protein-rich snack designed for athletes, parents, and busy snackers.

Jams, a modern twist on the beloved peanut butter and jelly combo, is now available across America.

The health-oriented snack, produced by Nashville-based The DropOut Companies, was officially launched on Monday, July 14.

It is now available in over 3,000 Walmart retail locations nationwide, as well as through the company’s online platform at Walmart.com.

Aiming to rival Smucker’s Uncrustables, Jams introduces a cleaner-label, protein-rich sandwich with 10g of protein, no seed oils, no high-fructose corn syrup, and no artificial dyes.

Made with real fruit jelly, the ready-to-eat sandwiches come in Strawberry and Mixed Berry flavors.

“Jams was born from a simple belief: you shouldn’t have to choose between delicious taste and ingredients you can feel good about,” remarked Connor Blakley, Founder of The DropOut Companies.

“Our product does not taste like artificial garbage; we are confident that overdelivering value will resonate with the modern consumer in a powerful and perennial way. Walmart is an iconic brand; they have been such an incredible partner in helping us launch Jams, and we couldn’t be more thankful for their support in bringing this product to countless customers nationwide.”

Jams enters the market at a pivotal moment for the food industry, as leading brands begin phasing out artificial dyes and ingredients.

By excluding these elements from the outset, the brand aligns perfectly with the growing consumer demand for cleaner-label products, positioning itself to attract a highly receptive audience.

“Jams represents everything we believe brands should be innovative, bold, and authentic. We make a deliberate choice not to cut corners,” added Co-founder Josh Franko.

Leveraging athletes

The frozen peanut butter and jelly brand is actively pursuing partnerships with athletes and influencers.

Early advocates include Poppi co-founders Allison and Stephen Ellsworth, U.S. soccer icon Alex Morgan, NFL standouts Micah Parsons and CJ Stroud, as well as digital creators The LaBrants.

The brand intends to unveil further high-profile collaborations in sports and culture soon.

The emphasis on athletes and influencers is intentional. A 2024 report by The Athletic revealed that NFL teams collectively consume over 80,000 Uncrustables annually, underscoring athletes’ growing preference for portable, protein-rich snacks.

This trend positions athletes as both cultural tastemakers and a primary target audience for Jams, aligning with the brand’s strategy to appeal to performance-driven, busy consumers.

In May this year, Kraft Heinz launched Lunchables PB&J, featuring a dippable, no-thaw, crustless peanut butter and jelly sandwich available in both grape and strawberry varieties.

Jams is available exclusively at Walmart locations across the country and online, offered in boxes of four sandwiches at a retail price of US$5.97.

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