Uncrustables: Convenience Beyond Back-to-school

Frozen snacking is having a comeback, driven by households with kids. With this recent popularity, there is an opportunity to capture an important shopper: Mom.

The Opportunity

What does Mom want ideally?

• Foods she would make at home
• Simple, real ingredients
• Foods that delight and excite her kids

But what does Mom see in the frozen aisle?

• Frozen food she wishes was more nutritious
• Frozen food that she wishes was bite-sized for kids
• Little variety

. .

The Problem

The problem with what's out there right now? Mom often has to settle on foods she's not proud of because of her hectic life.

The Solution

But now Mom has a solution in Uncrustables, which is leading growth within the category today.

The expanded line offers even more products that fit Mom and her family's needs.

Innovative Packaging

These new products have validated a strong consumer appeal for moms and kids, securing the Top Trial position in the BASES database and a 79 percent purchase intent from parents. Plus, the packaging was designed to stand out on the shelf.

Driving Category and Brand Expansion

We've sourced 50 percent of the ingredients from non-frozen categories:

And the innovations will be incremental usage occasion with under 10 percent cannibalization to Uncrustables PB&J.

Order these exciting new SKUs today to prepare for the August 23 National Digital Ad offer:

$1 off any 2 Uncrustables roll-ups, bites or sandwiches

Questions about the new products? Contact Teece Smith at teece.smith@jmsmucker.com.