New Kid on the Block: Jams Takes on the PB&J Giant

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A New Player Emerges

Jams, a fresh face in the frozen PB&J sandwich market, is making waves with the backing of some big-name athletes. Connor Blakley, the 26-year-old founder, aims to challenge Smucker's Uncrustables, which has long held a strong grip on the market.

Health-Conscious and High-Protein

The sandwiches are set to hit 3,000 Walmart stores nationwide, with support from stars like Alex Morgan, C. J. Stroud, and Micah Parsons. Blakley's product stands out by focusing on health-conscious consumers, boasting no seed oils, artificial flavors, or high fructose corn syrup. Each sandwich packs 10 grams of protein and has lower sugar content compared to Uncrustables.

Pricing and Initial Flavors

Jams is priced slightly higher at $5.97 per box, compared to Uncrustables' $4.34. The initial flavors include strawberry and mixed berry. Blakley's journey to perfecting the recipe involved taste-testing over 250 versions of the sandwich.

The Uphill Battle

However, Jams faces an uphill battle. Uncrustables is a powerhouse, generating over a billion dollars in net sales annually and holding the top spot in the frozen food category. Smucker's recent expansion with a new manufacturing facility in Alabama underscores its dominance.

Targeting the Athlete Market

Blakley believes athletes will be the key market for Jams, citing the convenience and nostalgia of PB&J sandwiches. With NFL teams consuming over 80,000 Uncrustables annually, there's a clear demand for quick, filling snacks. Blakley's goal is to tap into this market by offering a healthier, protein-packed alternative.