The PB&J wars are heating up.

@nate.rosen

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SoundTikTok sound · original sound - nate.rosen

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+18.2K views over 15.0d · ~1.2K/day · 4 observations

Promoted product

Welch's Real PB&Js

Let’s Fruit Stuff Up! Farmer owned. Family grown. 150+ years bold. Fruit juice, jelly, jams, snacks, and more.

Why it worked

The video taps into a relatable and nostalgic product (PB&J sandwiches) while highlighting a competitive market with new, innovative entries. It uses strong visuals and digestible information about market trends and product features to engage viewers interested in food trends and consumer brands.

Summary

The video discusses the growing market for frozen PB&J sandwiches, highlighting new entrants like Welch's and Jams, which are competing with the established brand Uncrustables. It details the features and marketing strategies of these brands, including their nutritional claims, celebrity endorsements, and retail availability.

Structure

1Introduction to the PB&J wars
2Welch's enters the market with new frozen PB&J sandwiches
3Uncrustables' success and market dominance
4

Original caption

Welch's has entered the PB&J wars #cpg #consumer #brands #uncrustables #pbjsandwich

More from @nate.rosen

Product placement

Welch's Real PB&Js (acts - frozen ready-to-eat PB&J sandwiches, claims to be 50% larger and pack 12g protein, appears on packaging and in promotional graphics, removing it would change the video content) Uncrustables (acts - frozen ready-to-eat PB&J sandwiches, is the subject of a Fast Company article about its success, removing it would change the video content) Jams (acts - frozen ready-to-eat PB&J sandwiches, pitched as cleaner, protein-forward, seed oil-free, mom-approved, crustless, appears on packaging and in promotional graphics, removing it would change the video content) Target (appears - retailer where Jams are sold, removing it would not change the video content) Walmart (appears - retailer where Jams are sold, removing it would not change the video content) NFLPA (appears - logo on Jams magazine cover, removing it would not change the video content) Pat McAfee (acts - co-owner and investor of Jams, appears in promotional image, removing him would change the video content) Gallant Tiger (acts - makes chef-driven frozen sandwiches with unique flavors, appears on packaging, removing it would change the video content) express checkout (appears - logo on microphone, removing it would not change the video content)

On-screen text

express checkout FAST COMPANY The untold story of how Uncrustables became a nearly $1 billion brand. Yes, because peanut butter and jelly is a flat circle. BY CLINT RAINEY Weekly Uncrustable consumption across the NFL DEN 700 SEA 320 SF 315 MIN 300 ATL 250 NYG 240 PITT 225 MIN 200 LAC 200 BAL 150 WAS 140 CLE 120 CAR 100 TEN 100 CHI 90 IND 90 LAR 90 KC 80 DAL 75 TB 70 LV 60 CIN 50 NO 50 Note: 24 of 32 NFL teams provided The Athletic with approximate ranges for weekly Uncrustable sales. The graphic represents the highest amount each team eats in a week. express checkout TARGET JAMS BERRY 10G PROTEIN XL PB&J 4 COUNT STRAWBERRY CARDAMOM PEANUT BUTTER SANDWICH GALLANT TIGER One Sandwich Net Wt. 2.8 OZ (79g) JAMS BLUEBERRY LEMON THYME PEANUT BUTTER SANDWICH GALLANT TIGER One Sandwich Net Wt. 2.8 OZ (79g) express checkout THE PAT MCAFFEE SHOW

Transcript

The PB&J wars are heating up. Welch's just launched their very own frozen ready-to-eat PB&J sandwich. They're claiming to be 50% larger than Uncrustables, and they pack around 12 grams of protein. And Welch's is entering a buzzy market. Uncrustables has quietly turned into one of the biggest growth stories in the freezer aisle. They sell over $1 billion worth of sandwiches every year and are growing about 15% year over year. It has become a real cultural phenomenon, especially in football. NFL players apparently eat over 80,000 Uncrustables every year. That's insane. And brands coming to take on Uncrustables' throne. Jams, for example, has generated some real buzz by pitching itself as the cleaner, protein-forward, seed oil-free, and mom-approved crustless PB&J sandwich. They've launched nationwide at Target and Walmart and have even partnered with the NFL to create player-created PB&J sandwiches. Plus, they brought on famed American sports analyst and previous NFL player Pat McAfee as co-owner and investor of the company. There's also this brand called Gallant Tiger that makes more chef-driven frozen sandwiches with flavors that are incredible, like strawberry cardamom and blueberry lemon thyme. I wouldn't be surprised if another company tries to come out with a frozen PB&J sandwich. It's just this perfect, nostalgic, and protein-forward product that people just love. So we'll see if Welch's becomes a winner here, and I'm looking forward to trying it.