Lunchables Transforms a Lunchtime Classic with First-Ever Dippable, No-Thaw Crustless PB&J
'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,' said Danni Levin, Associate Director of Innovation, Lunchables. '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!'
Beyond equipping kids with the independence to customize, Lunchables PB&J also solves the number one pain point for parents: thaw time. 2 Current PB&J category offerings are frozen, which require 30-60 minutes of thaw time before serving. Now, Lunchables is tackling this frustration head-on with the first-ever no-thaw, crustless PB&J that's ready-to-eat straight from the refrigerator for any time hunger strikes. Kid meltdowns, no more!
To spread the excitement, the brand is reuniting GRAMMY Award-winning producer and artist Lil Jon and hip hop icon Twista for the first time in over a decade to remix a nostalgic, viral hit that many millennial parents can sing at the drop of a dime: 'Peanut Butter Jelly Time.' Just as Lunchables is 'remixing' kids' #1 favorite sandwich variety, 3 Lil Jon and Twista are putting a fresh spin on the nostalgic hit over 20 years after the original track's debut. Dropping today, fans can listen to the song on Lunchables YouTube as well as download for their playlists via Spotify.
"It was cool to link back up with Twista on the Lunchables 'Peanut Butter Jelly Time' remix, cause I knew it would be fun, and we would make somethin' fire,' said Lil Jon. 'PB&J takes me back to my childhood days…YEAHHH!'
The debut of Lunchables PB&J reinforces the brand's commitment to making bigger, more intentional bets to fuel growth and create new experiences for consumers. The innovation grows Lunchables' presence in the sandwich category, following the brand's first entrance with the debut of Grilled Cheesies in 2023. The launch of PB&J enables Lunchables to bring a convenient, kid-loved offering to the refrigerated section and reflects Kraft Heinz's broader ambition to drive $2 billion in incremental sales through innovation by 2027.
Starting today, Lunchables PB&J is rolling out to select retailers nationwide for $2.49/pack. To learn more about the 'Peanut Butter Jelly Time' remix and new Lunchables PB&J, follow along on the Lunchables Instagram or TikTok.
¹ The NPD Group/National Eating Trends In-Home Individual Database
² Lunchables PBJ Qualitative Research 2022
³Lunchables PBJ Qualitative Research 2022
ABOUT THE KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.
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