Uncrustables and Beyond: Classic Snacks Go High-Protein

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If you grew up on lunchbox classics, Uncrustables probably had a cameo. The sealed peanut butter and jelly pockets were quick, mess-free, and a guaranteed trade item in the cafeteria economy. Now they are stepping into adulthood with a protein-focused glow-up.

Smucker’s just launched two new Uncrustables flavors, packing 12 grams of protein per sandwich: Up & Apple and Bright-Eyed Berry. The upgrade comes from a mix of higher-protein bread and nut butter blends, while keeping the round, crimped edge that screams childhood. 

Each sandwich lands around 320 calories, 18g fat, and 12g sugar. That puts it in a strange but interesting spot: not as lean as a protein bar, but far more balanced than a standard pastry. Think of it as a bridge between comfort food and functional food.

Other protein powerups

Uncrustables are not alone in bulking up. A wave of classic snacks have been reinvented with added protein:

Cereal ➡ Kellogg’s Special K Protein: Once seen as a light breakfast option, it now carries an extra punch from whey and soy protein, pushing each bowl closer to 15g of protein with milk. It is cereal’s attempt to stay in the rotation for adults who grew up with it but now care about macros.

Chocolate milk ➡ Fairlife 2% Chocolate Milk: Chocolate milk was already the ultimate kid-friendly recovery drink. Fairlife doubles down with ultrafiltered milk and 13g of protein per cup. This is ultra filtered milk and is different from their protein shakes.

Ice cream ➡ Natty Ice Cream: A pint that originally caught attention for being 35g of protein per container. It is ice cream engineered to feel guilt-free, leaning into the idea that dessert can count as fuel. More about Natty in our previous newsletter.

Chips ➡ Wilde Protein Chips: Even the chip aisle is bulking up. Each serving of 20 chips has about 10g protein and let’s be honest, we can all eat more than that. 

The strategy is clear: keep the flavor and familiarity intact, but fortify with protein so these foods feel relevant for modern eaters. Comfort food is no longer just about taste, it is becoming part of the performance and wellness conversation.

Why you should care

We are not suggesting you build your diet around Uncrustables, chocolate milk, or protein ice cream. Whole foods should still anchor your protein intake because meat, fish, eggs, and legumes deliver more complete nutrition. But the rise of protein-fortified snacks makes it easier to fill the gaps when life gets busy. Having more protein availability in snacks means you are less likely to fall short on daily protein and more likely to reduce your intake of foods that provide very little nutritional value.

The bigger picture is that protein is no longer a niche concern for athletes or bodybuilders. It is becoming a default part of how foods are designed and marketed. That shift matters because when mainstream brands prioritize protein, it nudges the entire food environment in a healthier direction. If PB&J pockets, chocolate milk, and chips can all bulk up, it signals that access to protein is widening and that hitting your targets no longer has to feel like a chore.

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