While beloved by children…did you know that the entire National Football League combined is estimated to consume about 100K Smucker’s Uncrustables annually? If you aren’t familiar with Uncrustables, it’s essentially a frozen peanut butter and jelly sandwich, minus the crust…and intended to be eaten after they have thawed. The J.M. Smucker Company launched Uncrustables in 1998, and annual net sales of the frozen sandwiches grew 15 percent YoY in fiscal year 2025…with the goal of reaching $1 billion in annual net sales by the end of fiscal year 2026. And largely due to those financial metrics, competition within the frozen sandwich category has increased substantially…as both branded and private label players battle for limited shelf space in the merchandising set. But newcomer Jams is packing the frozen peanut butter and jelly sandwich with more protein, along with deploying a growing roster of influencers and athletes as equity partners…including NFL stars Micah Parsons and CJ Stroud. And that sounds all good…but let’s just hope Jams learned the valuable lesson from Chubby Snacks to “not attack or mock Uncrustables” or the king of the category will gladly put you out business one way or another!