ORRVILLE, OHIO — For the first time in the brand’s 30-year history Uncrustables will roll out a limited-edition flavor.
Beginning in May, J.M. Smucker Co. said it will introduce Uncrustables in a peanut butter and mixed berry spread flavor. The variety will feature Uncrustables bread, peanut butter and a “sweet mixed berry spread, made with a blend of strawberries and blueberries.”
J.M. Smucker said the peanut butter and mixed berry spread variety is the first of two limited-time offerings (LTOs) scheduled for release in 2025. A second, unnamed flavor, will debut later this year, the company said.
“Last fall, we introduced the brand’s first new PB&J flavor in a decade with Uncrustables peanut butter and raspberry spread sandwiches,” said Chris Achenbach, director of brand strategy at J.M. Smucker. “The overwhelmingly positive reception from both new and loyal Uncrustables fans reflected the clear demand for new flavor innovations.”
The new LTO Uncrustables sandwiches will be available in select retailers in 4-count boxes, while supplies last.
Introduced in 1995, Uncrustables have become a key part of J.M. Smucker’s Consumer Foods business. In December, Rebecca Scheidler, senior vice president of Smucker’s Consumer Foods business, said innovation is part of a three-prong strategy that is expected to propel the Uncrustables business toward its goal of achieving $1 billion in sales by the end of fiscal 2026. Uncrustables had sales of approximately $800 million in fiscal 2024.
Innovation will focus on new flavors and the introduction of a seasonal platform.
“Why seasonals, you may ask?” Scheidler said. “Well, they contribute to growth for our brand in two ways. One, they expand the eating occasions for the Uncrustables brand by inspiring new usage; and two, they also drive trial across varieties that the consumers may not have even noticed on shelf. So, as we continue our quest to connect with our consumers’ daily lives in new and exciting ways, we’ll find additional occasions.”
