Gen Z and Millennial love for Uncrustables is fueling a new frozen sandwich arms race. The crustless PB&J, launched in 2000, has posted four straight years of double-digit sales growth, adding more than 3M new households and expanding into gas station convenience buys. And while the brand’s original fans have grown up, the product stuck with them: adults, pro athletes, and long-distance runners now treat it as fuel, with NFL teams alone consuming at least 8K sandwiches a year. (Think of the protein!) Its crossover appeal—equal parts childhood comfort food and functional snack—all adds up to it becoming a $1B brand. It’s also drawing new competitors like Trader Joe’s, Welch’s, and Jams into the category, each betting that Gen Z and Millennials’ nostalgia for late the ‘90s and 2000s can be repackaged and resold. (CNN)
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