Welch’s is entering the frozen sandwich market with a new line of PB&J products, directly challenging J.M. Smucker’s Uncrustables, the dominant brand in the crustless sandwich category.
Welch’s bets on size and protein to compete
The Real PB&Js are now available at select Walmart stores nationwide, offered in Concord grape jelly, strawberry jam, and mixed fruit flavors. Each sandwich contains 12 grams of protein and is roughly 50% larger than the standard 2-ounce version from competitors.
Andrew Hartshorn, Welch’s chief brand and innovation officer, said the product was designed after consumer feedback indicated demand for bigger, more filling options. “People wanted a sandwich that actually fills them up,” he stated.
Other companies have also targeted Uncrustables. Kraft Heinz launched its own version last year, and Trader Joe’s introduced a private-label alternative, which led to litigation from Smucker. Despite the competition, Uncrustables remains the market leader due to its early entry. In June, Smucker reported the brand surpassed $1 billion in sales, with mid-single-digit growth projected for its 2027 fiscal year.
The frozen sandwich category has expanded as consumers seek portable, convenient meals. For parents packing school lunches or workers needing a quick bite, a larger sandwich may offer better value at a similar price.
Campbell’s soups get a protein boost
Campbell’s is rolling out a new line of Protein Soups, each containing 20 grams of protein and made with bone broth. The five varieties include Homestyle Chicken & Rotini, Italian-Style Wedding, Lemon Pepper Chicken, Southwest Black Bean, and Mediterranean Lentil.
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Benjamin Crook, Campbell’s senior vice president of soup and broth, said the launch responds to consumer demand for foods that balance taste and nutrition. “This product line will bring excitement and draw shoppers to the soup aisle,” he said.
The move comes as the company works to revive its core soup business, which has struggled against premium competitors even as more people eat at home due to inflation. CEO Mick Beekhuizen noted in June that the company is focusing on healthier innovation to regain relevance.
Protein remains a strong trend in food, driven by health-conscious consumers and the rising popularity of weight-loss drugs. However, most shoppers prefer naturally protein-rich foods over processed alternatives, which may limit appeal for those skeptical of packaged meals.
Earlier this year, Campbell’s expanded into sauces, positioning them as ingredients for home cooking. This shift reflects how consumers now use soup beyond traditional servings.
The company hasn’t disclosed pricing for the new protein soups, but if they follow other premium lines, they’ll likely be priced higher, competing with brands like Progresso and Amy’s.
Welch’s new sandwiches join a crowded freezer aisle.