Back in 2004, a Boulder, Colorado, transplant keen on the outdoors kept a concoction on his counter that tempted his roommates to dip in when he wasn’t looking. So, the outdoorsy guy whipping up the tasty protein-packed nut butter blends marked the jars “Justin’s.”

Thus, the food success story goes that gets handed down to every entrepreneur who dreams of disrupting a grocery store category like Justin Gold did with his Justin's almond butter business. After growing from local farmers' markets to big box stores and beyond, the maker of Skippy came a calling in 2016 with $286 million. Hormel bought the Colorado-based company that May.

Fast forward to 2023, and the well-known curly-haired Justin has spread to bread as the chief innovation and strategy officer at Boulder-based Rudi’s Mountain Bakery, a maker of organic, gluten-free products.

Justin Gold stands with Rudi's Mountain Bakery products
Rudi's Mountain Bakery

And this year comes one of his newest innovations. Get ready for it …

He has created a PB-free and Jelly sandwich.

Don’t laugh.

Americans bought $900 million worth of premade, “portable peanut butter and jelly” sandwiches last year, according to Voyage Foods.

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One of the most famous portables, Smucker’s Uncrustables, is made right here in Longmont, Colorado.

Rudi's Sandos sandwiches
Rudi's Mountain Bakery

The real differentiator in the deal comes from a Californian brand, Voyage Foods. It provides an allergen-free alternative to peanut butter: a roasted seed blend concocted to taste like the real thing. Bonus: Voyage Foods uses upcycled ingredients to replicate flavors like chocolate and coffee without the beans.

The new peanut-free, gluten-free, ready-to-eat sandwiches, called Sandos, will be available at Whole Foods Market nationwide beginning in May.

Voyage Foods
Voyage Foods

If you prefer to make peanut butter and jelly sandwiches the old-fashioned way, Walmart stocks Voyage’s peanut-free and hazelnut-free spreads. Rudi’s can be found at most natural foods stores and grocery stores, including Whole Foods, Sprouts and King Soopers.

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