Welch’s is entering the frozen sandwich market with a new line of crustless PB&Js, directly challenging J.M. Smucker’s Uncrustables brand.
The Real PB&Js come in Concord grape jelly, strawberry jam, and mixed fruit flavors. The handheld sandwiches are available at select Walmart stores nationwide. Each sandwich contains 12 grams of protein and is about 50% larger than Smucker’s 2-ounce version.
“When we asked what consumers would want from a PB&J if we were creating it today, the answer was simple,” said Andrew Hartshorn, chief brand and innovation officer at Welch’s. “They wanted a bigger sandwich for bigger appetites, one that actually fills them up. Real PB&Js were created to deliver exactly that, a familiar favorite with the size, protein and real ingredients consumers told us they were looking for.”
Uncrustables faces growing competition
The launch is the latest attempt to challenge Uncrustables’ lead in the crustless sandwich category. Kraft Heinz introduced its own version last year, while Trader Joe’s rolled out a private-label alternative that led to litigation from Smucker.
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Uncrustables remains the market leader, a position secured by being first to scale. The brand surpassed $1 billion in sales, with mid-single-digit growth projected for its 2027 fiscal year. The category has expanded as consumers seek portable, convenient meals and snacks.
Campbell’s soups get a protein boost
Campbell’s is launching Protein Soups, a line of ready-to-serve options with bone broth and 20 grams of protein per serving. The five varieties include Homestyle Chicken & Rotini, Italian-Style Wedding, Lemon Pepper Chicken, Southwest Black Bean, and Mediterranean Lentil.
“As consumers increasingly seek foods that offer both great taste and meaningful nutrition, this innovative product line will bring excitement and drive consumers to the soup category,” said Benjamin Crook, Campbell’s senior vice president of soup and broth.
The move comes as the company works to revive its core soup business, which has underperformed compared to premium alternatives even as consumers eat more meals at home due to inflation. CEO Mick Beekhuizen said in June that it’s working on better-for-you innovation and other steps to increase the relevance of its soups.
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Protein has remained one of the most resilient trends in food during the past few years due to consumer interest in health and wellness, in addition to growing use of GLP-1s. Consumers, however, overwhelmingly favor naturally protein-rich foods over processed options, according to survey data from the National Frozen & Refrigerated Foods Association.
Earlier this year, Campbell’s brought its soups into sauces to create a new usage occasion. These were inspired by shoppers increasingly using the company’s products as ingredients in home recipes.
Cann, known for THC-infused beverages, recently introduced a non-THC drink called 0MG. The new beverage includes magnesium, electrolytes, L-theanine and passion flower. It’s available in blood orange cardamom