On The Call: J.M. Smucker Co-CEO Richard Smucker

The Associated Press

Expensive dinners out aren't the only thing being downsized in this recession. As shoppers try to cut costs, they're also cutting out more expensive treats they can easily replicate at home. That explains why sales of J.M. Smucker Co.'s "Uncrustables" fell during the most recent quarter.

The frozen, already made PB&J sandwiches already have the crust removed and are designed to be taken out of the fridge in the morning and be thawed and ready to eat by lunch.

But as Uncrustables sales slip, sales of the company's Jif peanut better and Smucker's jam and jelly are doing well, getting a boost from the eat-at-home movement along with more workers who are brownbagging their midday meals.

Co-CEO Richard Smucker talked to investors Friday about how the food maker is dealing with the changing demand for some of its products.

QUESTION: Jif peanut butter led growth in Smucker's consumer retail division. What's next?

RESPONSE: We recently expanded our peanut butter capacity and are well positioned for future growth. This year we look forward to focusing on merchandising, marketing and rolling out new products for Jif. We've started shipping our new Jif Omega-3 and reduced-fat Jif To Go. In addition we recently introduced new commercials under the choosy moms campaign focusing on the brand's core equities.