During Smucker’s Q2 earnings call, Chief Executive Officer Mark Smucker, was asked by a WSJ journalist about the incoming Trump administration’s “Make America Healthy Again” campaign, Smucker stood firm on the strength of snacking. “As it relates to anything in the political domain, we believe very strongly that snacking continues, the trends are supportive, consumers continue to eat a couple of snacks a day,” he said.

Yes, US consumers love to snack - 90% of adults snack at least once per day. RFK’s focus on the negative health impacts associated with added sugars and seed oils in processed foods has the Food Industry paying attention because if consumers are increasingly persuaded to avoid products containing added sugars and seed oils it’s going to impact the bottom line.

Smucker's Uncrustables has experienced a 16% annual sales growth, bringing its total sales to approximately $900 million this year. This wild success has prompted Walmart to create similar private label products, with hopes of capturing a portion of this growing market. Comparing these two product lines is a good micro example of how “Make America Healthy Again” touches US consumers, Food Manufacturers, Food Retailers, and potential impending regulatory changes when it comes to consumer grocery baskets.

10 Smuckers Crustables cost $9.48 at Walmart while Walmart’s Great Value No-Crust Sandwich alternative cost $8.44. Leaving taste and texture out, what do consumers get when they choose to save ~$0.10 a sandwich when they buy Great Value? 

A key factor in these differences is the use of seed oils and added sugars. Smucker’s Uncrustables contains soybean oil in the bread, as well as rapeseed and soybean oil in the peanut butter. In contrast, the Great Value No-Crust Sandwiches use canola oil in the bread, and cottonseed, rapeseed, and soybean oil in the peanut butter. 

In terms of added sugars, Smucker’s product includes sugar in the bread, jelly, and peanut butter, with an additional sweetener of molasses in the peanut butter. Great Value's version also contains sugar and molasses in the same way, with the addition of glucose syrup in the jelly. 

These ingredient differences highlight why the cost-saving advantage of a private-label product may not be as compelling as it seems. While the lower price may attract budget-conscious buyers, Smucker's version likely maintains its edge in quality due to containing comparatively fewer processed ingredients.

Explore the story behind your snacks—what's in them and what you're really paying for. Stay informed and make the healthier choice with WISEcode.