Smart Marketing Makes Uncrustables Unstoppable

PB&Js are a billion-dollar business.

Uncrustables – the frozen, crustless peanut butter and jelly innovation – has seen major success in recent years. Smuckers bought the brand in 1998 for $1 million.

Today, analysts predict the product will become a billion-dollar business by 2026.

Any parent of picky eaters can tell you why the product is a success. No more fights about eating the crust. Plus, the frozen sandwiches can be packed in a lunch and thawed by noon.

But Smuckers has taken smart marketing steps to expand Uncrustables’ popularity beyond elementary school cafeterias.

Sandwich … or Ravioli?

The first opportunity for the brand came in 2018, when a Tumblr post flagging a Wikipedia entry posed an important question: Are sealed, crustless products like Uncrustables sandwiches or ravioli?

It was the exact kind of existential debate the internet loves, and Smuckers wisely chimed in with its own interpretation (sandwich).

Since then, the company has taken more strategic steps to embrace new audiences – specifically athletes.

It turns out the quick, protein-packed raviolis sandwiches are also perfect for athletes looking for a quick bite. The Baltimore Ravens ate more than 7,500 last year.

But like most things in today’s world, the real marketing power came after the Kelce brothers got involved. The duo are among a host of celebrities singing the product’s uncrusted praises.

Smuckers capitalized on the buzz by sponsoring episodes of the brothers’ podcast and airing its first TV commercial for Uncrustables during an NFL game where the Kelces were competing.

It’s helped get the brand in front of more audiences. Even Philadelphia Phillies catcher J.T. Realmuto chimed in after being handed a post-game Uncrustables:

“These are really good. If you guys have never had these? Wow, incredible.”