Uncrustables Taps Myles Garrett in Performance Food Power Play

ORRVILLE, Ohio – February 06, 2026 – Fresh off one of the most dominant defensive seasons in professional football history, NFL superstar Myles Garrett has officially joined Team Uncrustables®. The J.M. Smucker Co. brand announced the partnership today, aligning its iconic crustless sandwiches with the two-time Defensive Player of the Year in a move that signals a significant strategic push beyond the lunchbox and into the competitive world of performance nutrition.

The collaboration follows Garrett's masterful 2025 season, where he set a new NFL single-season record with 23 sacks, earning him unanimous recognition as the league's top defensive player. For Uncrustables, a brand that has quietly become a staple in athletic locker rooms, the partnership is a high-profile validation of its role as a convenient fuel source for elite competitors.

"Uncrustables fandom runs deep with football culture, and our partnership with Myles Garrett is a fun way to celebrate the love of one of the most incredible athletes in the sport," said Jessica Fair, Vice President of Marketing at The J.M. Smucker Co. "Myles just delivered one of the most historic seasons in the history of the league and we feel honored to have been a part of his routine."

Garrett himself pointed to the practical role the snack plays in his demanding life. "My schedule and training demands consistency — especially during the season," he stated. "Uncrustables have been part of my routine because they're convenient, they taste great, and they give me quick, dependable fuel when time is tight."

A Marketable Force: The Garrett Effect

Signing Myles Garrett is more than a simple endorsement; it's an acquisition of athletic credibility. Garrett is not just a dominant player but a proven and sought-after brand partner. His portfolio includes long-term deals with performance giants like Reebok and, most recently, Jordan Brand, which cleverly announced its partnership by referencing his record-breaking "23 sacks. No coincidence." These collaborations underscore his image as a paragon of discipline, power, and relentless preparation—qualities Uncrustables is eager to associate with its product.

His marketability, estimated to bring in around $500,000 in annual endorsement earnings, stems from an authentic connection with his audience and a reputation for peak performance. By aligning with Garrett, Uncrustables leverages a narrative of elite achievement. He embodies the high-performance standard the brand now aims to represent, providing a powerful and recognizable face for its strategic evolution from a convenient snack to a functional performance food.

From Lunchbox Staple to Locker Room Fuel

The partnership arrives as Uncrustables experiences a meteoric rise. The brand achieved approximately $650 million in annual net sales in fiscal year 2023 and has been a consistent engine of double-digit growth for The J.M. Smucker Co. The company is betting heavily on its continued success, investing $1.1 billion in a new manufacturing facility in Alabama to meet soaring consumer demand, with the explicit goal of turning Uncrustables into a billion-dollar brand within the next few years.

This growth has been fueled by a strategic expansion of consumption occasions. Once primarily seen as a children's lunch item, the thaw-and-eat sandwiches have found a dedicated following among adults and athletes seeking quick, reliable sustenance. The Garrett partnership is the public-facing crest of this wave, formally cementing the brand's identity as a locker room staple. It's a calculated move to capture a broader market of active consumers who prioritize both convenience and function in their dietary choices.

Upcoming brand campaigns will feature Garrett and spotlight newer product innovations, such as the Up & Apple™ and Bright-Eyed Berry™ offerings. These products are specifically formulated with 12 grams of protein, directly targeting the performance-oriented consumer and reinforcing the brand's commitment to this burgeoning market segment.

The Science of the Snack: Performance Fuel or Convenient Treat?

The central marketing claim of the partnership positions Uncrustables as "dependable fuel." This raises the question: how does a simple, crustless sandwich fit into the complex dietary regimen of an elite athlete like Myles Garrett? The answer is nuanced. From a sports nutrition perspective, the product's primary strengths are its convenience and its composition of carbohydrates and protein—two key macronutrients for athletic performance.

According to one sports dietitian, a product like Uncrustables can be "an excellent tool for quick energy before a workout or to kickstart glycogen and muscle replenishment after." The carbohydrates provide a fast-acting energy source, while the protein, especially the 12 grams in the enhanced versions, aids in muscle repair. For an athlete with a packed schedule, the sheer convenience of a portable, no-mess snack that delivers these essential macros is a significant advantage.

However, experts also caution that such products are best viewed as one component of a larger, well-rounded nutritional strategy. "They are a piece of the puzzle, not the whole puzzle," the dietitian noted, emphasizing that a diet for peak performance should still be dominated by whole, minimally processed foods that offer a wider array of micronutrients. The value of Uncrustables lies in its role as a practical, reliable option when time and resources are limited—a reality for even the most disciplined professional athletes.

The New Playbook for Food Endorsements

Uncrustables' strategy with Myles Garrett reflects a broader evolution in the multi-billion-dollar sports endorsement landscape. The most effective modern partnerships move beyond simple celebrity association toward authentic integration. Brands like BodyArmor successfully challenged incumbents like Gatorade by building a narrative around superior ingredients and enlisting athletes who genuinely supported the product. Similarly, plant-based food companies have leveraged athlete endorsements to validate their performance benefits.

Uncrustables is applying this modern playbook to the frozen handheld food category. The partnership isn't just about placing Garrett's face on a package; it's about weaving the product into the authentic story of his preparation and success. By highlighting its role in his routine, the brand aims to build credibility and resonate with consumers who aspire to an active and efficient lifestyle.

The success of this campaign will be measured not only in sales but in the brand's ability to shift consumer perception. Through digital activations and targeted marketing featuring Garrett, Uncrustables is making a deliberate play to be seen as an indispensable tool for anyone who demands performance from their body and convenience from their food. This strategic alignment with one of football's most respected athletes marks a pivotal moment in the brand's ambitious journey toward market dominance.