From stacking a classic ham and cheese to building the ultimate nacho bite, Lunchables turn mealtime into a moment of fun and creativity. With the brand’s first peanut butter and jelly option, it is time to sing a new tune with that classic comfort food.
The classic peanut butter and jelly sandwich is a favorite with many people, but not all sandwiches are alike. People can debate the type of jelly, the ratio of peanut butter to jelly, and even which spread goes on first. Needless to say, PB&J says a lot about a person’s food personality.
The new Lunchables peanut butter and jelly is the first-ever dippable, no-thaw crustless PB&J. To clarify, each peanut butter sandwich comes with a dippable jelly. Everyone can dip a little, a lot, or something in between.
As Danni Levin, Associate Director of Innovation, Lunchables said, “The launch of Lunchables PB&J is a continuation in our mission to reinvent the refrigerated category by providing high quality, delicious, affordable and convenient solutions for snack time and beyond. We’re remixing a classic, delivering on parents’ desire for convenience and kids’ love of dipping and customizing – PB&Js will never be the same!”
While other pre-made peanut butter and jelly sandwiches are focusing on limited time flavors and expanding its line, Lunchables offers something different with its option. This small meal blends customization with fun. That concept ensures that young, old, and all ages will want to open a container and enjoy the eating experience.
To celebrate this new food offering, Kraft Heinz is remixing a song that everyone remembers. With some help from Lil John and Twista, the peanut butter and jelly song will get everyone dancing to a new beat. And, it might get people more willing to "play" with that PB&J lunch.
For many people, playing with their food is not permitted at the table. This concept allows people to have a little fun with that quick meal. Even if there might be a potential for a messy moment, the ability to make a meal your own holds a strong appeal. In a world where people can be finicky about their food choices, a customizable option at a reasonable price point will find an audience, both young and old.
Although Lunchables has always been about turning a simple meal into an engaging one, the brand’s expansion into the pre-made sandwich category captures a wider audience. As a brand that consumers know and trust, they are willing to make the first purchase of the new items. Once they experience and enjoy them, they will go back time and again. Having variety under a brand umbrella is smart.
The new Lunchables Peanut Butter and Jelly options, available in grape and strawberry, are hitting stores now. The suggested retail prices is $2.49 for a two-pack.