I have to admit that I never got on the Uncrustables hype train. I get it; there’s little not to love about the sandwich-ish (empanada?) snack. Uncrustables are convenient, ready to eat after a proper thaw, and obviously tasty. And, at least for Americans, peanut butter and jelly (jam?) sandwiches are S-tier comfort food.

And the people are catching on. The J.M. Smucker-owned product recently got a boost in its already high snack regard thanks to high-profile NFL fans like the Baltimore Ravens, who eat 7,500 of them a season. Uncrustables further capitalized on its popularity amongst football players through a promotional sponsorship with the Kelce brothers’ podcast.