Uncrustables
Uncrustables is a Smucker-owned frozen crustless PB&J sandwich brand that manufactures and sells pre-made sealed sandwiches to U.S. and Canadian consumers through major grocery retailers including Kroger, Walmart, and Target, serving families and on-the-go snackers.
- Company typePrivate
- Founded1995
- HeadquartersOrrville, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Uncrustables does
Uncrustables is a frozen crustless sandwich brand wholly owned by The J.M. Smucker Co. (NYSE: SJM), producing and selling pre-made peanut butter and jelly, hazelnut spread, honey, and protein-forward sandwiches to U.S. and Canadian consumers via retail grocery. The brand was created in 1995 by David Geske and Len Kretchman after their children suggested mass-producing crustless PB&J sandwiches, and was acquired by Smucker in 1998/1999, at which point the parent secured a patent on the sealed crustless sandwich architecture that anchors the product. The portfolio is built on a proprietary Unbeatably Soft Bread formula baked without artificial preservatives, with a sealed-edge construction that prevents filling leakage and enables individual portion-controlled servings in cartons of 4 to 24 units. The current line spans 15+ SKUs across core PB&J flavors, reduced-sugar wheat varieties, a 12g-protein morning snack line (Up & Apple, Bright-Eyed Berry, Beamin' Berry Blend, Burstin' Blueberry), and limited-edition seasonal flavors.
Commercially, Uncrustables sells exclusively through retail grocery distribution — primarily Kroger, Walmart, Target, and most other U.S. grocery chains — with products stocked in the frozen foods aisle. The brand expanded into Canada in 2023 and operates an Away From Home channel for foodservice customers. A 2026 innovation, Fridge Friendly storage, allows the entire portfolio to be stored refrigerated for up to five days while maintaining bread softness, reframing the product from a frozen-only SKU to a dual-storage SKU and broadening occasion usage. Production is anchored by three dedicated Smucker-owned bakeries in Scottsville, KY (2013), Longmont, CO (2019), and McCalla, AL (2024; 900,000 sq ft), with brand-level headcount of 51-100 employees. The brand is supported by a marketing mix of organic social media (Facebook, Instagram, YouTube, TikTok), content marketing, and a 2026 partnership with NFL star Myles Garrett. Consumer-facing products carry Kosher (Pareve or Dairy) certification and were reformulated in 2017 to remove high fructose corn syrup.
Uncrustables firmographics
Firmographics- Name
- Uncrustables
- Legal name
- The J.M. Smucker Co.
- Website
- https://smuckersuncrustables.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Uncrustables is a Smucker-owned frozen crustless PB&J sandwich brand that manufactures and sells pre-made sealed sandwiches to U.S. and Canadian consumers through major grocery retailers including Kroger, Walmart, and Target, serving families and on-the-go snackers.
- Ownership category
- akta.pro rank
Uncrustables industry classification
Industry- Product category
- Frozen Crustless Sandwiches
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)
- SIC
- Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Frozen Snacks & Appetizers (CRADADAD)
- akta.pro secondary industry
- Frozen Bakery Products Manufacturing (AFAKAAAF)
Keywords
Where Uncrustables is headquartered
LocationHeadquarters
- HQ city
- Orrville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Uncrustables business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: Uncrustables generates revenue through the sale of frozen crustless sandwiches via retail grocery stores. Products are sold in frozen food sections of major retailers. Available in various carton sizes (4, 8, 10, 15, 18 count boxes). Revenue is derived from one-time purchase transactions at point of sale in retail environments.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Uncrustables product offering
Product offeringCore offering
Uncrustables manufactures and sells frozen, crustless sandwiches — primarily peanut butter and jelly, chocolate hazelnut spread, reduced-sugar, and 12g-protein morning varieties — through the frozen food aisles of major grocery retailers across the United States and Canada. Products use proprietary sealed-edge sandwich technology and Unbeatably Soft Bread baked daily with no artificial preservatives, and are sold in multipack cartons (4, 8, 10, 15, 18 count).
Product overview
Uncrustables is a portfolio of frozen crustless sandwiches owned by The J.M. Smucker Co., featuring the signature Unbeatably Soft Bread baked with no artificial preservatives. The core product line includes classic PB&J varieties (Peanut Butter & Grape Jelly, Strawberry Jam, Raspberry, Honey) plus Chocolate Hazelnut Spread and plain Peanut Butter options. Reduced Sugar variants on wheat bread offer 25% less sugar for health-conscious consumers. The Morning Snacks/Protein line features high-protein (12g) sandwiches like Up & Apple™, Bright-Eyed Berry™, Beamin' Berry Blend™, and Burstin' Blueberry™ marketed for morning consumption. Limited Edition flavors include seasonal offerings like Blackberry, Red White & Berry, and Peanut Butter & Chocolate Hazelnut varieties. The brand's key innovation is Fridge Friendly storage, allowing thawing in refrigerator for up to five days. All products are produced in the USA at facilities in Scottsville, KY, Longmont, CO, and McCalla, AL.
Differentiator
Problem solved
Functional benefit
Products and services
- Peanut Butter & Grape Jelly Sandwich Original flagship frozen crustless sandwich combining grape jelly and peanut butter wrapped in Unbeatably Soft Bread baked with no artificial preservatives; 210 calories and 6g protein per serving, sold in multipack cartons.
- Peanut Butter & Strawberry Jam Sandwich Frozen crustless sandwich with smooth peanut butter and strawberry jam in Unbeatably Soft Bread baked with no artificial preservatives; available in 10, 15, and 24 count cartons.
- Peanut Butter & Raspberry Spread Sandwich Frozen crustless sandwich combining seedless raspberry spread with creamy peanut butter and Unbeatably Soft Bread baked with no artificial preservatives; 210 calories and 6g protein per serving.
- Chocolate Flavored Hazelnut Spread Sandwich Frozen crustless sandwich with smooth chocolate flavored hazelnut spread wrapped in Unbeatably Soft Bread baked with no artificial preservatives; 210 calories, 4g protein, Kosher Dairy certified.
- Peanut Butter & Honey Spread Sandwich Frozen crustless sandwich with smooth honey spread and creamy peanut butter in soft wheat Unbeatably Soft Bread; 200 calories and 6g protein per serving.
- Peanut Butter Sandwich Frozen crustless sandwich with creamy peanut butter only in Unbeatably Soft white bread; contains 30% more peanut butter than regular 2oz PB&J, with 210 calories and 8g protein per serving.
- Reduced Sugar Peanut Butter & Grape Spread Sandwich on Wheat Frozen crustless sandwich with creamy peanut butter and smooth grape spread on soft wheat bread with 25% less total sugar (7g vs 10g per serving); 190 calories and 6g protein per serving.
- Reduced Sugar Peanut Butter & Strawberry Spread Sandwich on Wheat Frozen crustless sandwich with creamy peanut butter and smooth strawberry spread on soft wheat bread with 25% less total sugar (7g vs 10g per serving); 190 calories and 6g protein per serving.
- Up & Apple Sandwich Morning snack frozen crustless sandwich with creamy peanut butter and sweet apple cinnamon jelly on Unbeatably Soft Bread; 12g of protein, 320 calories per serving, designed for morning appetites or anytime cravings.
- Bright-Eyed Berry Sandwich Morning snack frozen crustless sandwich with creamy peanut butter and sweet strawberry jam on Unbeatably Soft Bread; 12g protein, 320 calories, 18g fat, and 4g fiber per serving.
- Beamin' Berry Blend Sandwich High-protein morning snack sandwich with creamy peanut butter and sweet mixed berry spread on Unbeatably Soft Bread; 12g protein, 320 calories, 18g fat, and 4g fiber per serving.
- Burstin' Blueberry Sandwich High-protein snack sandwich with creamy peanut butter and smooth sweet blueberry spread on Unbeatably Soft Bread; 12g protein, 320 calories, 18g fat, and 4g fiber per serving.
- Peanut Butter & Chocolate Flavored Spread Sandwich Walmart-exclusive frozen crustless sandwich with creamy peanut butter and smooth chocolate flavored spread in Unbeatably Soft Bread; 220 calories and 6g protein per serving.
- Peanut Butter & Chocolate Flavored Hazelnut Spread Sandwich Limited edition frozen crustless sandwich filled with creamy peanut butter and smooth, sweet chocolate flavored hazelnut spread wrapped in Unbeatably Soft Bread.
- Peanut Butter & Blackberry Spread Sandwich Limited edition summer frozen crustless sandwich combining creamy peanut butter with smooth, sweet blackberry spread wrapped in Unbeatably Soft Bread baked with no artificial preservatives.
- Red, White & Berry Sandwiches Limited edition frozen PB&J sandwiches celebrating America's 250th anniversary with creamy peanut butter and sweet mixed berry spread (strawberries and blueberries) wrapped in Unbeatably Soft Bread; available in 4 count carton.
Quantifiable outcome
- Bread stays soft for up to five days in refrigerator
- +2 more outcomes
Companies that use Uncrustables
Customer profileSegments2 records
Ideal customer profiles2 records
Uncrustables technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Uncrustables partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Myles GarrettcoreNFL Superstar Myles Garrett partnership following his record-setting season. Garrett participates in campaigns highlighting the brand and new product offerings, reinforcing the connection between football performance and the snack. This partnership expands brand presence across football culture.
Scale indicators3 records
Recent moves11 records
Expansion highlights2 records
Uncrustables competitors and assessment
Company assessmentDirect peers
- Hot Pockets: Hot Pockets (Nestlé USA) is the leading frozen handheld sandwich brand in US grocery. Both brands compete for the same frozen-aisle, ready-to-eat, portion-controlled lunch/snack occasion, with overlapping target consumers (busy families, students, on-the-go).
- El Monterey: El Monterey (Ruiz Foods) is a leading frozen Mexican-style sandwich and burrito brand sold in US grocery. Comparable in product format (portioned, frozen, ready-to-heat), channel placement, and target family/consumer demographic.
- Lean Pockets: Lean Pockets (Nestlé) is a frozen handheld sandwich brand targeting better-for-you consumers. Closely comparable format and channel, with overlap in convenience- and portion-controlled-meal occasions; competes on health positioning rather than indulgence.
- Pillsbury Toaster Strudel: Pillsbury Toaster Strudel (General Mills) is a frozen handheld breakfast pastry sold in the same freezer aisle. Competes for the morning-kid-snack occasion with similar portion-controlled, sweet, kid-friendly positioning.
- Jimmy Dean Breakfast Sandwiches: Jimmy Dean (Tyson Foods) markets a broad line of frozen breakfast sandwiches and handheld items sold in the same freezer aisle as Uncrustables. Direct competition for morning and grab-and-go occasions, especially around Uncrustables' new 12g protein line.
Broad incumbents
- Smucker's PB&J (J.M. Smucker Co.): Smucker's is the parent brand's flagship jelly/spread portfolio — the foundational ingredient for PB&J. Uncrustables is essentially a portion-controlled, finished-product evolution of Smucker's spreads, so the brands are deeply complementary within the parent's portfolio.
- Marie Callender's: Marie Callender's (Conagra Brands) is a leading frozen meal and pie brand sold in US grocery. Comparable channel placement and family-meal occasion, though positioned at full entrées rather than portioned snacks.
- Stouffer's: Stouffer's (Nestlé) is a large frozen prepared meals brand occupying the same freezer aisle as Uncrustables. Overlapping retailer relationships and consumer occasions, but with a broader entrée/side-dish portfolio rather than a handheld sandwich focus.
Emerging players
- Kidfresh: Kidfresh is a frozen kids' meal brand targeting the same lunchbox and family-with-children occasion as Uncrustables. Smaller scale but overlapping target consumer and similar convenience/lunchbox positioning.
- Trader Joe's Private Label Sandwiches: Trader Joe's sells private-label frozen sandwiches and handheld items at lower price points. Not a direct competitor in mass grocery but illustrates the rising private-label threat in the frozen sandwich category that Uncrustables must defend against at retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Uncrustables social profiles
Digital presenceUncrustables compliance and trust
Trust signalCompliance2 records
Uncrustables financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uncrustables leadership team
Management profileNumber of profiles
Uncrustables funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uncrustables M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Uncrustables
What does Uncrustables do?
Uncrustables manufactures and sells frozen, crustless sandwiches — primarily peanut butter and jelly, chocolate hazelnut spread, reduced-sugar, and 12g-protein morning varieties — through the frozen food aisles of major grocery retailers across the United States and Canada. Products use proprietary sealed-edge sandwich technology and Unbeatably Soft Bread baked daily with no artificial preservatives, and are sold in multipack cartons (4, 8, 10, 15, 18 count).
Is Uncrustables a public or private company?
Uncrustables is a private company. It is classified as corporate owned and is currently operating.
When was Uncrustables founded?
Uncrustables was founded in 1995. It employs 51 to 100 people.
Where is Uncrustables based?
Uncrustables is headquartered in Orrville, United States, in the North America region.
How does Uncrustables make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are Uncrustables's main competitors?
Direct peers on record are Hot Pockets, El Monterey, Lean Pockets, Pillsbury Toaster Strudel and Jimmy Dean Breakfast Sandwiches. Broad incumbents are Smucker's PB&J (J.M. Smucker Co.), Marie Callender's and Stouffer's. Emerging players are Kidfresh and Trader Joe's Private Label Sandwiches.
Does Uncrustables have an API?
No public API is recorded for Uncrustables.
What industry is Uncrustables in?
Uncrustables's product category is Frozen Crustless Sandwiches. Its primary akta.pro industry code is CRADADAD, Frozen Snacks & Appetizers, with a secondary code of AFAKAAAF, Frozen Bakery Products Manufacturing. Its NAICS code is 311412 and its SIC code is 2050.