The Journal. Smucker, Trader Joe's and a Battle Over PB&Js
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Oct 28, 2025 
Jesse Newman, a food industry reporter for The Wall Street Journal, dives into the intriguing lawsuit where J.M. Smucker accuses Trader Joe's of copying its Uncrustables sandwiches. He discusses the rising threat of private-label products to established brands and how public perception has shifted from stigma to acceptance of store brands. Newman also highlights the legal strategies major brands are using to protect their trademarks, while Trader Joe's remains notably silent amidst growing competition in the market.
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Two-Year-Old Test Says They're The Same
- Ryan Knutson interviews his two-year-old son about Uncrustables and Trader Joe's sandwiches to test if a child sees a difference.
- The child says the sandwiches are "same," illustrating consumer indifference to small product distinctions.
Lawsuit Reflects Brand Vs. Store Brand Battle
- Jesse Newman frames the PB&J lawsuit as part of a long fight between national brands and private labels.
- He highlights that store brands are increasingly stealing market share from established food companies.
Private Labels Were Built For Profitability
- Private label historically served as cheaper generics during inflationary periods like the 1970s.
- Retailers favored them because they were more profitable and avoided big marketing costs.