A new frozen peanut butter and jelly sandwich brand, Jams, has launched exclusively at Walmart stores across the US. Created by 26-year-old entrepreneur Connor Blakley, the product contains 10g of protein per sandwich and is available in strawberry and mixed berry flavours. A box of four retails for $5.97.
Blakley told CNBC that Jams’s biggest competitor is Smucker’s Uncrustables, but emphasised his product is different because it contains no seed oils, artificial dyes, flavours, colours, or high fructose corn syrup. He also claimed Jams offers the most protein per ounce of any peanut butter and jelly sandwich on the market. Each Jams sandwich weighs 74g, compared to Uncrustables’ 58g.
The founder said his target demographic is athletes who want to fuel their bodies. NFL players are known to consume Uncrustables, with more than 80,000 eaten by teams each year. Blakley believes convenience is key to the category’s popularity.
The launch comes amid a broader protein trend: Khloé Kardashian recently launched a protein popcorn brand, and Starbucks is testing a Banana Protein Cold Foam. A survey by the International Food Information Council found 71% of consumers are trying to increase their protein intake, up 6% from 2023. Online protein-focused content has risen by 54%.
However, accredited practising dietitian Kim Lindsay warned that a low-carb, high-protein diet can lead to a lack of fibre. “We have to have a balanced diet where we include plant foods, protein-containing foods, and fats,” she said.
