ORRVILLE, Ohio — Uncrustables is eliminating thaw time.
Announced at the Consumer Analyst Group of New York Conference, the brand revealed that its entire portfolio will become “fridge friendly,” giving consumers the option to store sandwiches in the refrigerator for up to five days or keep them frozen for longer-term storage. The full rollout is slated for summer 2026.
The move removes a key barrier for shoppers who previously had to wait for the frozen sandwiches to thaw before eating. Beginning this summer, consumers will be able to enjoy Uncrustables straight from the fridge with no prep and no wait, while products will continue to be sold in the freezer aisle.
“Because shoppers have made us a leader in the freezer aisle, we’re evolving to meet them where they are. No more creative ‘speed-thaw’ hacks required,” said Jessica Fair, Vice President of Marketing at The J.M. Smucker Co. “By making our entire portfolio fridge friendly, we’re eliminating thaw time so fans can enjoy the same Unbeatably Soft Bread and favorite flavors the moment they want a snack.”
Two Protein-Packed Morning Flavors Available Now
In late 2025, the brand introduced two higher-protein morning varieties that are already fridge friendly:
- Up & Apple: Peanut Butter & Apple Cinnamon Jelly
- Bright-Eyed Berry: Peanut Butter & Strawberry Jam
Each sandwich delivers 12 grams of protein and can be stored in the refrigerator for up to five days or kept frozen. The flavors are available nationwide at Kroger, Walmart and Target.
Same Bread, Same Freezer Placement
The company emphasized that taste and texture will remain unchanged. The sandwiches feature the brand’s Unbeatably Soft Bread, baked daily in U.S. bakeries, with no artificial preservatives and frozen on site for freshness.
Importantly for retailers, Uncrustables will continue to be merchandised in the freezer aisle. The difference is in-home flexibility: consumers can now choose whether to keep products frozen or refrigerate them for up to five days for immediate grab-and-go consumption.
Convenience Drives the Shift
The brand said the change responds directly to consumer demand for greater ease and immediacy. By removing thaw time, Uncrustables aims to expand usage occasions, particularly for busy mornings, snacks and lunchboxes.
Media samples of the new morning flavors are available now, with the full fridge-friendly lineup to be formally unveiled this summer.
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