“PAW Patrol” Is Bringing a Childhood Favorite to New PB&J Cups

Few foods feel quite as synonymous with childhood as a classic peanut butter and jelly sandwich. Whether packed away inside a school lunchbox, grabbed for an afternoon snack or taken along on a family adventure, sometimes there is simply no beating a classic.

Of course, everything is a little more adventurous when the PAW Patrol pups come along.

Incredifulls is teaming up with Paramount Products & Experiences for a new line of “PAW Patrol” Peanut Butter & Jelly Cups, bringing together the long-running preschool franchise and a food that has probably found its way into countless kids’ lunchboxes over the years. The collaboration also marks two firsts for Incredifulls: its first licensed partnership and the debut of its new PB&J Cups.

Rather than going with the traditional sandwich, Incredifulls is wrapping creamy peanut butter and either strawberry jam or grape jelly inside the brand’s signature soft sourdough-brioche crust. Each frozen handheld cup contains five grams of protein and is made without seed oils or high-fructose corn syrup.

Designed with lunches, snacks and adventures on the go in mind, the cups can simply be thawed before eating or warmed up for something closer to a fresh-baked treat. Add in the “PAW Patrol” branding and it isn’t difficult to imagine these becoming an easy addition to school lunches for younger fans.

The partnership also arrives as “PAW Patrol” continues another busy year. Produced by Spin Master Entertainment, the series continues to air on Nickelodeon and stream on Paramount+, while the recently released “PAW Patrol: The Dino Movie” has given Chase, Marshall, Skye and the rest of the pups another big-screen adventure.

For Incredifulls, however, the collaboration represents an interesting first step into licensed foods. Rather than introducing that side of the brand with something completely unfamiliar, it is starting with two things generations of kids already know rather well: PB&J and some very familiar pups.

After all, no adventure should begin on an empty stomach.

Incredifulls “PAW Patrol” Peanut Butter & Jelly Cups launch this month at Stew Leonard’s and select locations through Gopuff and FreshDirect.