JM Smucker’s flagship brand, Uncrustables, experienced another strong quarter, growing net sales by 12% in Q1, the company reported Wednesday.
The company declared the frozen and refrigerated peanut butter and jelly sandwich line of products a $1 billion brand in the most recent quarter, and the Orrville, Ohio-based snacks and spreads company is keeping its foot on the gas in growing the brand.
“Our newest innovation, fridge-friendly Uncrustables sandwiches, is resonating with consumers, and we are beginning to support the launch with a robust marketing campaign across social, influencer and digital channels,” said CEO and President Mark Smucker. “We are also building on the strong momentum of our morning protein platform with the recent launch of two new flavors, Beamin’ Berry Blend and Burstin’ Blueberry. These varieties are driving incremental growth and further expanding the Uncrustables brand’s presence in the morning occasion.”
Net sales growth for Uncrustables was “primarily driven by a 10% increase in volume/mix,” Smucker added.
Building a better PB&J
Uncrustables has a long runway for growth, according to Smucker, who explained that despite the brand’s popularity, it still has only achieved 27% household penetration.
“The brand achieved record quarterly volume, net sales and household penetration, reflecting the strength of our proven brand-building model, continued distribution gains and consumer-led innovation,” Smucker said.
To support further growth for the brand, JM Smucker is accelerating plans for expansion of its production facility in McCalla, Ala., Smucker said.
Away from home growth
JM Smucker’s Uncrustables sales also grew 3% in the company’s away-from-home business.
“We continue to expand the brand’s presence across convenience stores and other Away From Home channels, creating additional opportunities to reach consumers through portable, immediate consumption occasions,” Smucker explained.
Tucker Marshall, chief financial officer, said the company expects its US Handheld and Spreads business to increase low-single-digits year over year, driven by the momentum from the Uncrustables brand.
