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J.M. Smucker introduced a refrigerated version of Uncrustables earlier this year that can be stored in the fridge for up to five days. The change addresses the traditional product’s thawing time as the frozen sandwich brand’s sales top $1 billion, according to Food Dive.
J.M. Smucker has introduced a refrigerated version of its Uncrustables sandwiches that can be kept in the fridge for up to five days, removing the need to thaw the traditionally frozen product before eating. The move comes as the brand’s sales have topped $1 billion and is intended to attract new buyers and encourage current customers to eat the sandwiches more often, Food Dive reported.
Uncrustables have traditionally been sold frozen, and typically take about 30 minutes to thaw, according to the report. Smucker’s new fridge-friendly version is designed for consumers who want to eat a sandwich without waiting. The company changed the recipe to maintain the product’s texture and flavor while refrigerated, Rebecca Scheidler, Smucker’s senior vice president and general manager of frozen handheld and spreads, told Food Dive.
Scheidler said product development focused on keeping the bread soft rather than stale or soggy and preventing the peanut butter and jelly filling from seeping out. The report does not specify the exact recipe changes or say whether the refrigerated version replaces the frozen product. Smucker is positioning the option as an addition to its existing lineup.
The company’s consumer research points to possible demand: Smucker found that 50% of people who had not bought Uncrustables said they would be more likely to purchase one if it did not need thawing. Among existing users, 72% said they would eat them more often if a refrigerated option were available. These figures describe responses in Smucker’s research; the report does not provide details on the survey sample or methodology.
A Faster Option for a $1B Brand
The change addresses a practical barrier to eating a product whose traditional freezer-to-thaw routine does not fit every quick meal or snack. With a refrigerated option ready to eat, Smucker is seeking to make Uncrustables more convenient for people who want to grab a sandwich immediately, rather than plan around thawing time.
The launch also gives the company a way to pursue growth beyond its existing customer base. Smucker’s research suggests that removing the wait could persuade some non-buyers to try the sandwiches and prompt some current users to buy or eat them more often. Those are stated consumer intentions, however, not evidence yet of increased sales attributable to the new version.
At more than $1 billion in sales, Uncrustables is already a substantial brand for Smucker. The refrigerated offering could help the company extend its reach as competitors enter the crustless sandwich category. Whether the new format changes purchase frequency or adds meaningful revenue has not been reported.
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From Freezer Staple to Fridge
Uncrustables entered retail in 2000 after Smucker bought the brand in 1999 and renamed the product. The sandwiches originated as a crustless peanut butter and jelly idea, according to the company history cited by Food Dive. For most of the brand’s retail life, shoppers have had to store them frozen and allow time for them to thaw.
Smucker has tried other ways to extend the brand, including limited-time flavors and a version with 12 grams of protein, Food Dive reported. The refrigerated format targets a different obstacle: the time between taking a sandwich out of the freezer and eating it. Some consumers had contacted the company asking for a solution, Scheidler said.
The brand’s growth has also drawn competitors. Food Dive reported that Smucker sued Trader Joe’s last year, alleging the retailer’s crustless peanut butter and jelly sandwiches were an “obvious copycat.” That wording is an allegation in a lawsuit, not a court finding. Scheidler told the publication that Smucker welcomes competition that expands the category while continuing to develop products for its own brand.
“We said, okay, if that’s the desire, what is it going to take for us to be able to deliver that immediate consumption need that they wanted, but without sacrificing the quality and the experience?”
— Rebecca Scheidler
Sales Impact Still Unreported
The report does not give the refrigerated version’s exact release date, price, retail availability, or sales to date. It also does not clarify whether the new product is available nationwide or in selected markets, or whether Smucker plans to expand distribution. The company’s reported research indicates consumer interest, but its sample size and methodology are not included.
It is not yet clear how much of the brand’s sales topping $1 billion is tied to the new format; the option was released earlier this year, and the source provides no breakdown of sales by product type. Nor does the report give a forecast for how much additional revenue the refrigerated sandwiches might generate.
Measuring Repeat Purchases
The next meaningful measure will be whether shoppers buy the refrigerated sandwiches and return to them regularly. Smucker’s stated aim is to bring in first-time customers and increase usage among existing buyers, but the report does not cite a sales target or timetable for evaluating the launch.
Further information on availability, distribution and sales performance would show whether the product is becoming a larger part of the brand’s business. Smucker may also continue introducing products or flavors as it competes in the crustless sandwich category, but the source does not identify a specific next launch.
Key Questions
What changed about Uncrustables?
Smucker introduced a version that can be kept in the refrigerator for up to five days, so consumers do not have to wait for a frozen sandwich to thaw before eating it.
How long did the frozen sandwiches typically take to thaw?
Food Dive reported that a frozen Uncrustables sandwich typically takes about 30 minutes to thaw.
Why did Smucker create the refrigerated version?
Smucker says it wants to meet demand from consumers looking for a sandwich they can eat immediately, while preserving the bread’s texture and keeping the filling from seeping out.
Does the new version mean Uncrustables have already gained sales?
The report does not provide sales figures for the refrigerated product or show that it has increased revenue. It says the brand’s sales have topped $1 billion and describes consumer research suggesting interest in the new option.
How long can the refrigerated sandwiches be stored?
Smucker’s new version can be stored in the fridge for up to five days, according to the source report. The report does not give additional storage or product-handling details.
Source: fooddive.com
