Dive Brief:
- Smucker is adding a production line to its Uncrustables plant in Scottsville, KY, to respond to consistent growth for the product.
- While Uncrustables currently holds a 4% share in frozen sandwiches and 6% household penetration, the product has seen double-digit volume growth for 14 consecutive quarters.
- Smucker has been investing in this plant for 10 to 12 years. "We’ve actually put a new bakery in and with this new line, we will increase our capacity. This line will increase that production and give us the flexibility to focus on efficiency improvements across the entire facility. So, it’s not just this one line, but it will give us opportunities over the next, say, two years to continue to optimize the site," said Mark Smucker, president of consumer and natural foods.
Dive Insight:
Uncrustables has seen consistent growth in part because consumers see the product as not just a lunch option but also an option for snacking when they're on the go, which keeps with the rising trend of snacking in the U.S.
Consumers are snacking on more than just traditional snack foods, which is why companies like Hormel are innovating and creating snacks out of products like Spam and Skippy peanut butter. Smucker has identified a similar opportunity for Uncrustables and will likely push its on-the-go convenience by marketing to consumers seeking more substantial snacks.