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Mark Smucker | How Uncrustables Became a Billion Dollar Brand, Sonic AI
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How Leaders Lead with David Novak
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How Uncrustables Became a Billion Dollar Brand
How Leaders Lead with David Novak
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May 14, 2026
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55:44
Interview
How Uncrustables Became a Billion Dollar Brand
From
How Leaders Lead
Mark Smucker
(CEO and Chair, The J.M. Smucker Company, guest)
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Executive Summary
Smucker Company is successfully modernizing its iconic brands like Folgers and Jif by identifying their core 'soul' and making them relevant to contemporary audiences, as seen in the successful Jif partnership with Ludacris.
Long-term investment in innovation and manufacturing can lead to massive payoffs, exemplified by the Uncrustables brand, which took a decade to scale and is now projected to be a billion-dollar brand.
Strategic portfolio management, including divesting from the dog food business to double the margins of the remaining pet portfolio, is key to the company's financial health and focus.
Company culture, rooted in family history but adapted for a public company, is considered a key competitive advantage, with a current emphasis on fostering a 'Be bold' value to encourage constructive challenges and agility.
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Brand Modernization & Authenticity
Patience in Innovation and Scaling
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Processed May 14, 2026
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