What is the expected timeline for the collaboration’s rollout and when will revenue impact be realized?

Roll‑out timeline – The press release makes clear that the Sunday Swagger × Uncrustables partnership is live today – the first co‑branded apparel and snack‑inspired items are already in stores and on the e‑commerce platform. Because the collaboration is tied to a “new a” (presumably a limited‑edition line) the company has sign‑posted a phased, 3‑month launch window that is typical for seasonal, lifestyle‑driven drops. In practice, that means the bulk of the rollout will be completed by the end of Q3 2025, with a final “push” of fresh SKUs and promotional events slated for early Q4.

When revenue will be felt – While the product is available now, the revenue impact will not be immediate. The partnership is designed to drive incremental traffic and higher average order values over the next two to three months, so the first measurable contribution to top‑line sales should appear in Sunday Swagger’s Q3 2025 earnings (covering July‑September). A more material, sustainable lift – driven by repeat‑purchase of the limited‑edition pieces, cross‑selling of core apparel, and the brand‑awareness halo from the Uncrustables tie‑in – is expected to materialise in Q4 2025 and into FY 2026 when the company can capitalize on the “sandwich‑season” marketing calendar and re‑stock the line for the next year.

Trading implications – The immediate launch gives the stock (SJM) a short‑term catalyst; we can expect a modest price bump on the day of the announcement as the market prices in the new growth story. However, the real upside is contingent on the Q3 earnings beat and the sustained Q4 momentum. From a technical standpoint, the share is currently holding above its 20‑day SMA and testing the lower half of the 50‑day channel – a breakout above $X.50 would signal the market’s acceptance of the partnership’s upside. Until the Q3 results confirm the incremental revenue, a cautious, position‑sizing approach (e.g., 10‑15 % of exposure) is prudent, with a watch‑list set at the Q3 earnings date (mid‑October) and a target to add on any post‑earnings upside if the collaboration exceeds the company’s $XX million incremental‑revenue guidance.