From young kids to generally picky eaters, some people prefer their sandwiches without the crust—just the pillowy, sealed-off middle.
Smucker’s took notice and built an entire profitable product around it: Uncrustables. But what happens when the one thing that’s not supposed to be there shows up anyway?
The Betrayal Of A Crust
In a TikTok with more than 1.5 million views, content creator @b9squid is sitting in his car, ready to enjoy what should have been a simple, crust-free snack.
Instead, he pulls out an Uncrustables that is—very much—crustable. One side is nearly half covered in crust, making it a betrayal of the product’s entire premise.
“Smucker’s, what the f— is this, man,” he says. “Y’all gave me a Crustable. You lying sons of a b—.”
“Smuckers, why y’all give me a limited edition Crustable mane?” the caption reads.
What Are Uncrustables, Exactly?
Uncrustables has a surprisingly involved origin story for a frozen PB&J.
According to Eater, the product was first developed in 1995 and purchased by the J.M. Smucker Company four years later. Smucker’s briefly held a patent on what it called the “sealed crustless sandwich,” until the U.S. Patent Office determined that pressing bread together had probably existed since sandwiches were invented.
What Smucker’s actually innovated, the agency concluded, was the crimped edges. While the patent was rescinded in 2006, by 2020, the humble frozen PB&J was generating $365 million in annual revenue.
Part of the appeal is pure convenience. Eater describes the Uncrustables as existing to make an already easy food even easier. No sticky knife to wash, no peanut butter to dig out of the pantry, no assembling anything.
You take it out of the freezer, let it thaw, and eat. The bread is engineered to be soft, the peanut butter-to-jelly ratio is perfect, and the whole thing is sealed so nothing leaks.
Smucker’s has since expanded the line well beyond PB&J into savory options including pizza, barbecue chicken, and taco beef varieties.
The Business Of Uncrustables
According to Food Business News, J.M. Smucker CEO Mark Smucker said it took the company roughly a decade to figure out how to mass-produce Uncrustables without creating leaky sandwiches, which is a problem they solved through proprietary bread-baking technology and custom equipment designed to eliminate air pockets and keep the bread consistent. The loaves, he noted, are actually round.
The company produces4.5 million Uncrustables per day and has been scaling up with new facilities in Colorado and Alabama to meet demand. They’re in schools, universities, athletic facilities, golf courses, and, as of recently, Canada, which Smucker said had been asking for the product for about 15 years.
@b9squid @Smuckers Smuckers why yall give me a limited edition curstuable mane? #smuckers #falseadvertising #fyp #viral #underpaidcontentcreator
Commenters Are Amused
People in the comments section couldn’t help but get their jokes in.
“Untrustable,” a top comment read.
“Finally a lawsuit that makes sense,” a person joked.
“You bought a somecrustable, the cousin of the uncrustable,” another said.
“At least we know it’s real bread now,” a commenter added.
BroBible reached out to @b9squid for comment via TikTok direct message and comment and to Smucker’s via email.