The classic peanut butter and jelly sandwich, a timeless staple of lunchboxes and quick snacks, is undergoing a modern transformation. A new contender, Jams, has entered the frozen food aisle, aiming to challenge the long-standing dominance of Smucker’s Uncrustables with a focus on enhanced nutrition and athlete appeal.
Launched by 26-year-old entrepreneur Connor Blakley, Jams joins the frozen sandwich category, positioning itself as a convenient yet healthier alternative for busy consumers, particularly those prioritizing fitness and clean eating. The company arrives with significant backing from notable figures in professional sports, signaling its intention to capture the attention of a performance-oriented market segment.
A New Recipe for a Classic Treat
Jams is designed to differentiate itself from the competition by addressing common concerns about processed foods. Blakley emphasizes the brand’s commitment to using higher-quality ingredients and avoiding artificial additives. This means Jams sandwiches contain no seed oils, a point often debated in health circles, and are free from artificial dyes, flavors, or colors. They also steer clear of high fructose corn syrup, opting for lower total sugar content compared to some existing options.
Perhaps the most significant nutritional distinction is the protein boost. Jams boasts the highest protein content per ounce among currently available peanut butter and jelly products. Each individual Jams sandwich provides a solid 10 grams of protein, a substantial amount for a convenient snack. This aligns directly with the growing consumer interest in protein-fortified foods for satiety, muscle recovery, and overall wellness.
The sandwiches are also slightly larger than their main competitor, weighing in at 74 grams per sandwich compared to Uncrustables’ 58 grams. This size difference, combined with the higher protein, positions Jams as a more substantial snack or mini-meal option.
Challenging a Market Leader
For years, Smucker’s Uncrustables has held a near-monopoly in the frozen, crustless PB&J market. The brand has become a household name, synonymous with convenience and nostalgia. Smucker’s parent company, J.M. Smucker, recently highlighted the immense success of Uncrustables, projecting over a billion dollars in net sales by the end of fiscal year 2026. This demonstrates the sheer scale of the market Jams is entering and the challenge it faces.
To meet soaring demand, J.M. Smucker has invested heavily in manufacturing, opening its third and largest Uncrustables plant in Alabama. This signifies a robust and expanding operation that Jams must contend with.
Jams is initially taking a targeted approach to distribution, launching exclusively in 3,000 Walmart stores across the country. This strategic partnership provides immediate nationwide reach and places Jams directly alongside Uncrustables in a major retail environment. While Uncrustables is typically priced around $4.34 per box at Walmart, Jams will carry a slightly higher price tag at $5.97 per box, reflecting its premium positioning and ingredient profile.
Fueled by Athletes: The Strategic Advantage
A key component of the Jams launch strategy is its association with high-profile athletes. U.S. soccer icon Alex Morgan and NFL stars C.J. Stroud and Micah Parsons are among the names backing the brand. This isn’t just a celebrity endorsement; it speaks directly to the target market and the product’s intended use case.
Blakley specifically identifies athletes as a primary consumer group for Jams. He cites reports like a 2024 analysis from The Athletic, which revealed NFL teams consume over 80,000 Uncrustables annually. This statistic underscores the significant existing demand within the sports community for convenient, portable, and quick-digesting fuel sources.
Athletes are constantly seeking optimal nutrition to support their performance and recovery. Blakley believes Jams’ cleaner ingredient list and enhanced protein content will resonate strongly with this demographic. The appeal extends beyond the professional level to amateur athletes, students involved in sports, and anyone living an active lifestyle who needs reliable, easy-to-grab food options. The athlete backing lends credibility and authority to the product’s claims of being suitable fuel.
The Enduring Power of PB&J: Convenience Meets Evolution
The enduring popularity of the peanut butter and jelly sandwich, regardless of its form, boils down to two fundamental factors: nostalgia and convenience. It’s a taste and format deeply ingrained in many people’s childhoods, offering a sense of comfort and familiarity. Crucially, it’s incredibly easy to eat on the go.
Blakley acknowledges these foundational elements driving the category’s success. He understands that simply replicating the classic isn’t enough; the modern consumer, especially one focused on health and performance, expects more. Jams aims to capture that nostalgia and convenience while simultaneously evolving the product to meet contemporary nutritional demands.
The development process itself highlights the founder’s dedication to perfecting this balance. Blakley reportedly taste-tested over 250 different versions of the sandwich recipe before landing on the final Jams product. This iterative process underscores a commitment to both taste and texture alongside the nutritional goals. The sandwiches are currently manufactured in facilities located in Ohio and Wisconsin.
Frequently Asked Questions
What makes Jams frozen peanut butter and jelly different from competitors like Uncrustables?
Jams distinguishes itself primarily through its nutritional profile and ingredients. Unlike many traditional options or competitors, Jams contains no seed oils, artificial dyes, flavors, or colors, and no high fructose corn syrup. It also offers significantly more protein per ounce, with 10 grams of protein in each 74-gram sandwich, providing a more substantial and nutrient-dense snack aimed at health-conscious individuals and athletes.
Where can I buy Jams frozen peanut butter and jelly sandwiches?
Upon its launch, Jams frozen peanut butter and jelly sandwiches are available exclusively at Walmart. The product can be found in the freezer section of approximately 3,000 Walmart stores located nationwide. While the price point is slightly higher than some competing options at about $5.97 per box, the exclusive retail partnership provides broad accessibility for initial customers across the country.
Why is Jams being promoted with endorsements from professional athletes?
Jams is specifically targeting the athlete market and individuals with active lifestyles who prioritize convenient, high-protein, and cleaner-ingredient fuel. Professional athlete endorsements from figures like Alex Morgan and C.J. Stroud lend credibility to Jams as a suitable performance snack. This strategy leverages the existing demand for portable food among athletes, highlighting Jams’ enhanced nutritional features as beneficial for training and recovery, aligning with the growing trend of using functional foods for sports nutrition.
Conclusion
Jams enters a competitive market dominated by a familiar giant but brings a clear value proposition centered on improved nutrition and a strong appeal to the health-conscious and athletic communities. By offering a higher-protein, cleaner-ingredient frozen PB&J and securing exclusive distribution through Walmart, Jams is strategically positioned to carve out its niche. The backing of prominent athletes further solidifies its identity as a performance-oriented snack. While challenging an established leader is a significant undertaking, Jams’ focus on evolving a beloved classic for modern nutritional trends suggests it could become a compelling new option in the frozen food aisle.
