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The smartest thing in this story isn't the NFL deal. It's the target they picked. Connor Blakley didn't invent a category. He walked straight into Uncrustables' house. NFL players eat about 80,000 Uncrustables a year, Smucker's owns that ritual, and it's a billion-dollar product that hasn't had to try in years. Blakley's brand, Jams, showed up with 10 grams of protein against their 6, half the added sugar, and then signed the NFL Players Association to co-develop the sandwich with active players. Pat McAfee came on as co-owner. It's in Walmart and Target inside a year. That's the playbook worth stealing. Don't guess at a new category and pray. Find the sleeping incumbent everyone already buys, build the version that's actually better, and bring the culture with you. Attacking a lazy giant is a far better bet than educating a market from zero. Now the part I'd hold before calling it a case study. Famous owners and fast placement are month-one wins. Every new door takes its first case, and a roster of athletes moves trial. None of that is the same as a kid or a lineman reaching for the second box once the launch noise fades. Uncrustables is a billion-dollar habit, and habits are hard to unseat with a clean label and a good owner. The strategy is right. Whether it works comes down to the reorder, and that number isn't in yet.
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The NFL’s PB&J obsession just became a business. Jams, a ready-to-eat PB&J startup founded by Connor Blakley and Josh Franko, has partnered with NFL Players Inc. to build what it says is the first player-backed PB&J brand. The logic is simple: NFL players reportedly eat 80,000 PB&Js every year. Jams is turning that locker room habit into a licensed NFLPA partnership, giving the brand access to NFL player names, images, and likenesses across packaging, retail, and marketing. The company launched in 2025 with a cleaner-label take on the classic PB&J: -10g protein -No seed oils -No high-fructose corn syrup -Ready-to-eat format For years, Uncrustables owned the category. Now Jams is positioning itself as the higher-protein, sports-driven alternative built around one of football’s most recognizable locker room staples.
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Jams just announced a landmark licensing partnership with the NFL Players Association. As of today, Jams and the NFLPA are beginning work on what they deem the “perfect pb&j”, which will be available in retail later this year. The partnership establishes Jams as the go-to snack for NFL players throughout training camp and on game days. According to a report from The New York Times in 2024, NFL franchises were going through more than 3,600 PB&Js per week. Several NFL players, including JJ Watt and Caleb Williams, are investors in Jams.
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Mr Jimmy Dean’s market share is potentially in some trouble @dropoutcompanies is off to a hot start in the frozen category with two dope products out of the gate. Instead of launching a clothing brand in 2026, go take a lap around a grocery store & see how you can get in the CPG game and collect your own exit check
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