IGA Corporate Category Insights

Uncrustables: Convenience Beyond Back-to-school

Written by Jessica Vician | Jul 15, 2020 2:59:51 PM

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

SM UNCRSTBL PB&GRP 4-PK 8CT CS

5150004815

SM UNCRSTBL PB&STR 4-PK 8CT CS

5150004816

SM UNCRSTBL PB&GRP 10PK 6CT CS

5150004817

SM UNCRSTBL PB&STR 10PK 6CT CS

5150004818

SM 1.8OZ UNCR CHOC HZLNT 4PK

5150021179

SM 1.8 OZ UNCR CHOCHZLNT 10PK

5150002990

SM UNCRST PB&HONEY 4-PK 8CT CS

5150004962

SM UNCR 2.6OZ RU HAM & CHEDDAR 3CT

5150008092

SM UNCR2.6OZ TURKEY & COLBY JACK 3CT

5150008071

SM UNCR 2.0OZ BBQ CHICKEN BITES 3CT

5150008090

SM UNCR 2.0OZ TACO BITES 3CT

5150008089

SM UNCR RS WW PB&GRP 4-PK 8CT

5150004136

SM UNCR RS WW PB&STR 4-PK 8CT

5150004138

SM UNCR RS WW PB&GRP 10-PK 6CT

5150004137

SM 1.8OZ UNCRSTBL PB ONLY 4PK

5150082990

SM 2.0OZ UNCR  PB&GRP 15PK

5150002927

SM 2.0OZ UNCR  PB&STRW 15PK

5150002945

SM 1.8 OZ UNCR CHOCHZLNT 15PK

5150083000

 

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