ORRVILLE, OHIO – The J.M. Smucker Co.’s fiscal 2027 outlook partially rests on the growth prospects of its Uncrustables and Café Bustelo brands. With combined sales of more than $1.5 billion, the company expects both brands to continue achieving greater household penetration in the United States.
“Our key growth platforms are the Uncrustables, Café Bustelo, Meow Mix and Milk-Bone brands,” said Mark Smucker, chief executive officer and president. “These brands represent our largest growth opportunities, and we will continue to build on their momentum through our world-class marketing, commercial and manufacturing capabilities.”
He said Uncrustables achieved more than $1 billion in sales during fiscal 2026 and that the brand added more than 3 million households during the fiscal year and over indexes with households featuring children, millennials and Gen Z.
“We have consistently delivered growth across both our US Retail and Away From Home segments, which account for approximately 75% and 25% of total brand net sales, respectively,” Smucker said. “The brand is winning in both segments, and we see significant opportunity ahead as we continue to fuel growth through increasing marketing, consumer-led innovation, and expanding distribution so Uncrustables can be wherever the consumer is.”
Innovation on tap from Uncrustables includes a refrigerated variety that will launch during the summer.
“We also expanded into morning occasions with Uncrustables sandwiches that offer 12 grams of protein,” Smucker said. “These new varieties access an entirely new daypart for the brand in breakfast and morning snacking, while also meeting the growing consumer focus on protein throughout the day.”
Giving J.M. Smucker management confidence Uncrustables has a runway for additional growth is that the brand’s household penetration in the United States is currently 27%.
“We are building a truly iconic brand with broad, multi-generational appeal, and we are incredibly excited about the path forward as Uncrustables continues on its journey to become a top three brand in the total freezer aisle,” Smucker said.
The Café Bustelo brand exceeded $550 million in sales during J.M. Smucker’s most recent fiscal year.
With $550 million in fiscal 2026 sales, Café Bustelo is being transitioned from a regional brand to national distribution. In fiscal 2027, plans call for expanding brand distribution to central and West Coast regions of the United States.
“Amplified by our brand-building efforts, the Café Bustelo brand is resonating with Gen Z and millennials and is demonstrating strong growth in brand awareness and household penetration, both of which have significant runway,” Smucker said. “We are making progress on our ambition to make Café Bustelo a top four brand in the at-home coffee category.”
Despite management’s hopes for Uncrustables and Café Bustelo, it issued a muted outlook for fiscal 2027, with company sales forecast to fall 3% to 4% and adjusted earnings per share to be between $9.75 and $10.25, an increase of 7% to 12% versus fiscal 2026.
The decrease in net sales reflects lower net price realization and a decline in volume/mix, according to the company. Specifically related to lower net price realization, Smucker said it reflects expectations around green coffee deflation that will be passed to consumers through lower prices.
“While green coffee deflation is expected to be a headwind to net sales, it is a tailwind to profitability,” he said.
In fiscal 2026, J.M. Smucker recorded a loss of $139 million, which was an improvement over fiscal 2025 when the company recorded a loss of $1.2 billion.
Net sales increased 4% to $9.1 billion from $8.7 billion in fiscal 2025.
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Jun
2026
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