Key Takeaways

• Sales of the Uncrustables sandwich continued to grow, despite soft peanut butter and jam sales in the most recent quarter, The J.M. Smucker Co. said.

• The company is poised to achieve its goal of hitting more than $1 billion in Uncrustables sales in the current fiscal year, executives said.

• J.M. Smucker aims to keep the momentum going with limited editions of a product known to be eaten by musicians and athletes such as Travis Kelce.

Uncrustables haven't lost their edge.

Despite the fact that making making peanut butter and jelly sandwiches isn't particularly hard, Americans continue to opt for the shortcut offered by The J.M. Smucker Co. (SJM). Sales of Jif peanut butter and Smucker's jam fell year-over-year in the last quarter, while sales of the Uncrustables sandwich rose, CEO Mark Smucker said on a conference call Tuesday.

Uncrustables sales leaped 15% year-over-year in fiscal year 2025, hitting $920 million, according to company executives. The sandwich now accounts for more than a tenth of annual sales at J.M. Smucker, which also sells pet food along with Folgers and Café Bustelo coffee.

Hitting $1 billion in annual sales of the sandwich has been part of the company’s agenda since at least 2021, when Uncrustables sales were about half that amount. Now, the mark is within striking distance. The company wants to continue building momentum with new riffs on the PB&J, robust marketing and broader distribution, Mark Smucker said at a conference in March.

“We definitely think there’s growth beyond … $1 billion,” said Smucker, according to a transcript made available by AlphaSense. “And we've talked about how long it took us to figure out how to make these things in a profitable and mass-produced high-quality way. And now that we're doing that, we can really fire on all cylinders and drive the growth.”

Demand for Uncrustables has been so strong that J.M. Smucker opened a $1.1 billion plant in Alabama last year to ramp up production. And appetite for the sandwiches is expected to withstand price increases, executives said: J.M. Smucker recently raised its list price for Uncrustables for the first time in three years, Smucker said on the earnings call. (The company’s 2026 forecast is based on a low-single-digit percent price bump, CFO Tucker Marshall said.)

The product has long benefited from high-profile fans—from musicians like Drake to sports icons, such as Travis Kelce, according to news reports. Athletes say the snack has enough calories and protein to fuel their performance. Affinity for the sandwich has spread beyond sports fields and school cafeterias to corporate break rooms, according to a 2023 Wall Street Journal article.