Dive Brief:
- Two Lunchables meal kits approved through the U.S. government’s school lunch program will no longer be available on school menus due to sluggish demand, Kraft Heinz said in an email to Food Dive.
- The two offerings, which had higher levels of protein and whole grains, were launched by the packaged food giant in 2023.
- Criticism of the two Lunchables kits included pushback on their sodium levels. Between 2025 and 2027, the U.S. Department of Agriculture is set to implement new school meal nutritional standards that gradually limit the amount of sugar and sodium levels in food items.
Dive Insight:
The U.S. government provides school lunches to roughly 30 million children who are from low-income families, or that meet other requirements.
Kraft Heinz was hopeful that entering schools would provide a way for the lucrative Lunchables franchise to increase sales and connect with younger consumers. The company changed two of its Lunchables — Turkey & Cheddar Cracker Stackers and Extra Cheesy Pizza Lunchables — to qualify for the country’s National School Lunch Program.
“While many school administrators were excited to have these options, the demand did not meet our targets,” Kraft Heinz said in a statement. “This happens occasionally across our broad portfolio, especially as we explore new sales channels. Lunchables products are not available in schools this year and we hope to revisit at a future date.”
Lunchables came under fire earlier this year after Consumer Reports found it and similar lunch kits contain “relatively high” amounts of lead, cadmium and sodium. The consumer watchdog urged the USDA to remove Lunchables from the school lunch program.
Starting in fall 2025, USDA regulations will gradually limit added sugars and sodium levels in school meal programs. By the 2027-28 school year, a weekly dietary limit will require that added sugars make up less than 10% of calories during the week in school breakfast and lunch programs. Schools must decrease sodium levels by 15% in lunches and 10% in breakfasts starting July 1, 2027.
Kraft Heinz told Reuters that removing Lunchables from the school lunch program was not related to the Consumer Reports’ findings.
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