Athlete-backed Jams takes on peanut butter and jelly, protein craze

The traditional peanut butter and jelly sandwich is getting a modern-day improve and backing from some high athletes.

Jams, a brand new firm created by 26-year-old Connor Blakley, launched Monday and hopes to tackle Smucker’s Uncrustables as the subsequent locker room and lunch field staple. Like Uncrustables, the sandwiches fall within the frozen meals class.

Backed by names like U.S. soccer legend Alex Morgan and NFL Professional Bowlers C.J. Stroud and Micah Parsons, Jams will probably be accessible completely at 3,000 Walmart shops nationwide.

Uncrustables has dominated the market with a close to PB&J monopoly, however Blakley is hoping to distinguish his merchandise by interesting to health-conscious customers.

“No. 1 is it is no seed oils,” he stated. “Now we have no dyes, no synthetic flavors or colours, no excessive fructose corn syrup, and we have now probably the most protein per ounce of any peanut butter and jelly that is at the moment in the marketplace.”

Smucker’s dad or mum firm J.M. Smucker, late final month stated it might take away artificial meals colours from all of its client meals merchandise by the tip of 2027. 

Jams is a barely bigger product than the Smuckers choice, at a weight of 74 grams versus Uncrustables’ 58 grams. Blakley additionally stated his product has a decrease complete sugar content material, and every sandwich accommodates 10 grams of protein.

Walmart additionally shares Uncrustables at a $4.34 value level. Jams will value barely extra at $5.97 per field.

Jams will initially be accessible in two flavors: strawberry and a combined berry choice.

The entrepreneur, who dropped out of highschool when he was 17, stated he has taste-tested greater than 250 iterations of PB&J sandwiches within the means of creating Jams. The sandwiches are manufactured in Ohio and Wisconsin.

However Blakley has a steep hill to climb.

In its most up-to-date earnings name in June, J.M. Smucker stated it’s on monitor to generate over a billion {dollars} in web gross sales by the tip of fiscal 2026 from Uncrustables, noting that they’re the No. 1 product within the the overall frozen class.

To help the rising demand, Smucker’s not too long ago opened its third and largest Uncrustables manufacturing facility in McCalla, Alabama.

Blakley stated he believes the important thing marketplace for his sandwiches will probably be athletes.

NFL groups devour greater than 80,000 Uncrustables per 12 months as a rising variety of groups and athletes look for a quick, handy and filling snack, in accordance with a 2024 report by The Athletic.

“Athletes need to get the very best merchandise to gas their physique and way of life,” Blakley stated.

He attributed the success of the peanut butter and jelly sandwich to 2 issues: nostalgia and ease.

“I feel comfort is absolutely, actually a giant a part of why this class has and can proceed to take off,” he stated.