Uncrustables Are on a Seemingly Unstoppable Run to $1 Billion in Gross sales

Uncrustables have not misplaced their edge.

Even though making making peanut butter and jelly sandwiches is not notably onerous, Individuals proceed to go for the shortcut supplied by The J.M. Smucker Co. (SJM). Gross sales of Jif peanut butter and Smucker’s jam fell year-over-year within the final quarter, whereas gross sales of the Uncrustables sandwich rose, CEO Mark Smucker mentioned on a convention name Tuesday.

Uncrustables gross sales leaped 15% year-over-year in fiscal yr 2025, hitting $920 million, in line with firm executives. The sandwich now accounts for greater than a tenth of annual gross sales at J.M. Smucker, which additionally sells pet meals together with Folgers and Café Bustelo espresso.

Hitting $1 billion in annual gross sales of the sandwich has been a part of the corporate’s agenda since at the very least 2021, when Uncrustables gross sales had been about half that quantity. Now, the mark is inside putting distance. The corporate desires to proceed constructing momentum with new riffs on the PB&J, sturdy advertising and marketing and broader distribution, Mark Smucker mentioned at a convention in March.

“We undoubtedly assume there’s development past … $1 billion,” mentioned Smucker, in line with a transcript made obtainable by AlphaSense. “And we have talked about how lengthy it took us to determine easy methods to make these items in a worthwhile and mass-produced high-quality approach. And now that we’re doing that, we are able to actually hearth on all cylinders and drive the expansion.”

Demand for Uncrustables has been so sturdy that J.M. Smucker opened a $1.1 billion plant in Alabama final yr to ramp up manufacturing. And urge for food for the sandwiches is anticipated to resist value will increase, executives mentioned: J.M. Smucker just lately raised its listing value for Uncrustables for the primary time in three years, Smucker mentioned on the earnings name. (The corporate’s 2026 forecast is predicated on a low-single-digit % value bump, CFO Tucker Marshall mentioned.)

The product has lengthy benefited from high-profile followers—from musicians like Drake to sports activities icons, equivalent to Travis Kelce, in line with information reviews. Athletes say the snack has sufficient energy and protein to gasoline their efficiency. Affinity for the sandwich has unfold past sports activities fields and faculty cafeterias to company break rooms, in line with a 2023 Wall Avenue Journal article.

The Ohio-based firm hopes to generate nonetheless extra hype with Uncrustables fillings which can be obtainable for a restricted time, Mark Smucker mentioned on the earnings name. We have now “begun launching a daily cadence of restricted version flavors beginning this summer time with a brand new peanut butter and mixer berry unfold selection,” he mentioned. 

J.M. Smucker shares fell almost 16% Tuesday after it missed fourth-quarter gross sales estimates and launched an outlook that was extra cautious than analysts anticipated.