Case Study: Uncrustables achieves record buyer growth with Soulsight brand and packaging renovation

Uncrustables adds 4M buyers in 1 year with Soulsight

The customer was Uncrustables, a fast-growing brand in the Smucker portfolio. Their challenge was to achieve greater distinction and support future growth through a brand and packaging renovation, without losing their connection to the Smucker master brand. They partnered with the agency Soulsight to address this.

Soulsight implemented a strategic refresh using their proprietary R.I.S.E. analysis tool. Their solution modernized the packaging by retaining key assets like the gingham pattern and circle crimp, while introducing a new circle crimp bullseye brand identity and clearer product messaging. The result was a scalable design system that drove record buyer growth, adding 4 million new buyers in the first year post-launch and increasing appeal across key demographics.