The Uncrustables brand began rolling out refrigerator-friendly sandwiches on July 1, responding to consumer demand for greater convenience and faster access to the product.
The move allows customers to store Uncrustables sandwiches in the refrigerator for up to five days after purchase, eliminating the thawing period that has long been part of the brand’s frozen format.
The sandwiches will continue to be sold in freezer aisles across the US, but the new positioning is intended to make the product more flexible once it reaches consumers’ homes. While the bread, ingredients and core composition of Uncrustables sandwiches remain unchanged, the company is reframing how quickly they can be eaten after purchase.
Jess Fair, the Vice President of Marketing at The J.M. Smucker Co., says: “Our fans have been clear: they want Uncrustables ready whenever they are, […] Making our full lineup fridge friendly gives consumers the opportunity to store Uncrustables in their refrigerator at home after purchase, which means less waiting and more enjoying. You can skip the wait and get straight to the good part: the one and only Uncrustables sandwich you love, ready when you are.”
The rollout reflects a broader effort by food companies to align frozen and prepared foods with consumers’ growing preference for convenience, portability and minimal preparation time. For Uncrustables, a brand that has become a major growth driver for J.M. Smucker, the refrigerator-friendly positioning could help broaden usage occasions by making the sandwiches easier to incorporate into lunchboxes, snacks and on-the-go eating.
The J.M. Smucker Co. is a North American food company with a portfolio spanning coffee, peanut butter, fruit spreads, frozen handheld foods, sweet baked goods, dog snacks and cat food. Its brands include Folgers, Dunkin, Café Bustelo, Jif, Uncrustables, Smucker’s, Milk-Bone and Meow Mix.
Find out more at: https://www.jmsmucker.com/