Kraft Heinz Sees a $25 Billion Opportunity. It Starts With Lunchables.
Packaged-food giant revamps an icon for schools, tapping a new market and drawing pushback
One of the world’s biggest food companies has a new idea for winning consumers: Feed them lunch in schools.
Across the U.S. this fall, school cafeterias will serve children familiar staples such as pasta and hamburgers. Some might also offer Lunchables, Kraft Heinz’s KHC 0.51%increase; green up pointing triangle prepackaged meal kits, in a move that has raised concerns over adding processed, branded foods to school menus.
For Kraft Heinz, making the iconic yellow meals eligible for school lunch is part of a strategy of marketing its brands to a new generation of consumers. Shoppers for years had been gravitating toward upstart brands that promoted more natural and less-processed products. That changed during the pandemic, when many returned to familiar foods and big-name products.
Miguel Patricio, Kraft Heinz’s chief executive, and Carlos Abrams-Rivera, the company’s head of North America—who will assume the CEO post next year—said in an interview that the company identified schools as a key way to expand its food-service division, which it sees as helping drive supermarket sales too. Lunchables, already a billion-dollar business, were a natural fit.
“The kids have it and then they go to retail and they see it,” Abrams-Rivera said. “[It’s] a penetration machine,” Patricio added. In a quarterly report in May, the company estimated education food service as an untapped, $25 billion potential market.
Earlier this year, Kraft Heinz unveiled new versions of its turkey-and-cheese and pizza Lunchables, re-engineered to comply with federal guidelines for the National School Lunch Program. The company has been pitching the products to schools since last summer as a way for cafeterias to save on labor.
The move has drawn pushback from some child-nutrition advocates, school-meal officials and others who see the products as a step backward for school-meal programs, as concerns grow over children’s nutrition and processed foods’ impact on health.
Since February, more than 100 people have submitted letters to the U.S. Department of Agriculture mentioning Lunchables, largely in response to the agency’s request for comments on proposed new school nutrition guidelines.
“While it’s brilliant marketing on the part of Kraft, we have sold out our kids for Kraft to build market share this way,” Barbara Whitaker, a mother from Washington state, wrote.
Kraft Heinz said it made its Lunchables for schools more nutritious, introducing whole grains, adding protein and cutting saturated fat. A spokeswoman said the products can be part of a well-balanced school meal, with both varieties also offering a good source of calcium. She said improved nutrition is a pillar of Kraft Heinz’s current efforts, reflected in its global targets to limit sugar, sodium, saturated fat and calories and boost helpful nutrients across the company’s brands.
Kraft Heinz’s focus on schools is part of an effort to elevate its business dedicated to restaurants, bars and other institutions.
Until recently, Kraft Heinz treated its food-service division like a second-class citizen, Abrams-Rivera said. Business was transactional, talent was lacking and product offerings were limited.
In recent years, Kraft Heinz has worked to change that, installing some of the company’s best people in its food-service division, Patricio said. With restaurants and bars accounting for just half of U.S. food-service locations, Kraft Heinz executives have said they are focused on entering new markets, such as schools and travel-and-leisure.
North American food service accounted for 9% of Kraft Heinz’s total sales last year, compared with 66% from retail, according to the company. Long term, Kraft Heinz is targeting organic sales growth of 5% in the food-service division, versus 1% to 2% from U.S. retail.
Lunchables, introduced in 1988, have long been a go-to for busy parents and a coveted item among kids. Now, schools themselves have the option to offer two products directly to students as part of the National School Lunch Program.
Under the program, established in 1946, schools receive cash subsidies for each eligible meal they serve. Schools are responsible for offering lunches that meet federal requirements, which are laid out by the USDA. School meal programs serve some 30 million students and are widely considered the best source of healthy food for many children.
School lunch has been a battleground, with some pushing for years to make offerings healthier, fresher and more locally produced. The Biden administration earlier this year proposed new rules under which schools will be required to gradually limit the amount of sugar and salt in meals served to children. This month, the administration unveiled $30 million in grants to boost school nutrition in more than 250 small and rural communities.
Jo Dawson, a consultant and former child-nutrition programs director for the state of Alaska, said Lunchables could occasionally fill a need for some schools, such as those in small, rural towns where staffing shortages can be acute.
Some advocacy groups, including the Center for Science in the Public Interest, and school-meal officials said the potential addition of Lunchables to school lunch menus reflects a broken system for feeding children.
Some concerns over Lunchables center on the products’ sodium levels and use of processed meat. Researchers have linked processed meat to health problems including cancer. Meat-industry officials have rejected the link, saying many studies have shown no relationship between meat and cancer in humans.
Others worry about schools giving tacit approval to packaged-food products that also are sold in supermarkets, where retail versions aren’t held to the same federal nutrition standards.
Kraft Heinz sells dozens of Lunchables products in grocery stores. Many feature foods such as turkey or ham, sometimes paired with a Capri Sun juice drink and a cookie or candy.
The company has said it is committed to making Lunchables more nutritious. It said the brand is focused on cutting sodium, sugar and saturated fat, and recently reduced the salt and oil ingredients in its crackers.
Earlier this month, Kraft Heinz unveiled a new line of Lunchables featuring fresh fruit that it intends to be sold in grocery stores’ produce aisles. Executives have said the company would likely offer a wider selection of Lunchables to schools in the future.
Jessica Willis, who manages cafeterias in a Mississippi school district, said she offers children scratch-cooked meals such as a gumbo or red beans and rice as often as possible, but that she would consider serving Lunchables on field-trip days.
“The goal is to give them the best we can,” Willis said. “Some days that may be a Lunchable.”
Child-nutrition advocates said Lunchables might be too good a deal to pass up for some underfunded and overburdened school cafeterias.
Serving healthy meals is an uphill battle in many districts, according to school-meal officials. The Covid-19 pandemic exacerbated labor shortages in cafeterias, and many districts have removed kitchens from schools, leaving heat-and-serve or prepackaged products the only options.
Low reimbursement rates under the National School Lunch Program and a burdensome system for reviewing meals might also make products like Lunchables appealing, advocates said.
The federal government subsidizes all school meals, but typically provides a higher reimbursement rate for free and reduced-price meals served to lower-income children. The actual cost of making school meals usually surpasses these rates, USDA research shows, and advocates say rates haven’t kept pace with inflation.
Minor deviations from nutritional requirements, like too many stems in the grapes or too few spoonfuls of applesauce in a serving, can threaten a school’s eligibility for reimbursement. Products like Lunchables, which consistently deliver the same amount of nutrients in each serving, offer to ease that burden, advocates said.
Not all school districts are on board. Public-school meals in New York City are largely freshly prepared and no longer include deli meat, according to a spokeswoman for the city’s Department of Education. The spokeswoman said: “We will not be offering a prepackaged option like Lunchables in our schools.”
