Lunchbox Heroes

Grocers and manufacturers alike tout the healthiest bites for kids' midday meals.

For Jennifer Shea Rawn, registered dietitian at Minneapolis-based Supervalu, getting children to eat more healthfully in the middle of the day is largely a matter introducing them to the right items. She recommends "healthy, nutrient-rich, delicious kid-friendly foods that [can be] stars of the lunchbox," with an "extra bonus if those foods are fun to eat."

Value is an added bonus, Rawn says, noting foods that are highly nutritious and minimally processed deliver "a lot of nutrition for your buck."

Buying such foods in bulk, on sale and with a coupon will help the bottom line," Rawn says. "Nutrient-rich foods and beverages provide vitamins, minerals and other nutrients that may have positive health benefits with relatively few calories." Foods with essential nutrients like fiber, heart-smart fats (mono and polyunsaturated), protein, calcium, vitamin D and antioxidants are great choices, she notes, "as long as they are low in saturated and trans fats, added sugars and added salt."

Joe Fragnito, director of marketing for Lunchables at Northfield, Ill.-based Kraft Foods, agrees that value plays a part in good lunchbox choices, which should be "a wholesome lunchtime option that moms feel good about and that kids also look forward to eating."

Fragnito points out that the Lunchables team, which has, over the past 10 years, reduced sodium in the kid-centric lunch kits by 24 percent, fat by 22 percent and calories by 21 percent, "is working to include positive ingredients such as whole grain and fruit in the offerings." Currently, the brand offers 21 items that are made with at least 8 grams of whole grain, as well as nine items containing a half-cup of fruit.

Introduced in July, the newest addition to the product line, Lunchables with Smoothie, includes a Chiquita Strawberry Banana Smoothie that offers a half-cup serving of real fruit with no added sugar or artificial sweeteners. The Lunchables with Smoothie launch is part of a multichannel campaign that also includes the largest instant win promotion in the brands' history, as well as cause marketing, an online hub, TV and print advertising, and a long-form cinema spot, with all integrations supported in digital, social media and public relations channels.

Daily Bread

Most sandwiches start with bread, and stalwart brand Wonder has been busy formulating new products that provide the best nutrition for growing bodies: Its latest items are Wonder Smartwhite for Kids and Wonder Honey Wheat, both launched in July 2012.

Smartwhite for Kids is baked with no high-fructose corn syrup and contains the fiber of 100 percent whole wheat bread, the calcium of an 8-ounce glass of milk and only 50 calories per slice. Two slices contain nine essential vitamins and minerals, including iron, vitamin D and folic acid. The bread also has 25 percent less sodium than regular white bread. Wonder Honey Wheat, meanwhile, offers the nutrition of whole grains with a touch of sweetness, as well as containing no artificial colors, flavors or preservatives; 25 percent less sodium than traditional wheat breads; and 0 grams of trans fat.

Additionally, both breads come in packages featuring easy-to-read "Nutritional Notes." "Wonder was one of the first major bread brands to include nutrition information on its packaging," observes Stephanie Fletcher, brand manager of Wonder, part of Irving, Texas-based Hostess Brands. (At presstime, bankrupt Hostess had ceased operations; its brands were expected to be acquired by another company.)

Further, in tandem with the 2012 "7Wonders of the USA Teacher Tour" program, which paid tribute to outstanding educators making a difference in the lives of students, Wonder offered a high-value, instant-download coupon for Smartwhite for Kids, to which "consumers had a very positive response," says Fletcher. "Wonder also worked with major retailers on in-store displays to introduce these new products to American families."

Meat Matters

When it comes to what to place between those bread slices, parents in search of wholesome protein options can opt for Applegate products, which are antibiotic-free and have no preservatives, artificial ingredients or fillers. The Bridgewater, N.J.-based company, which in August bowed refrigerated ready-to-eat grilled chicken strips ideal for sandwiches, wraps and salads, performed a "What's in Your Kid's Lunch" survey in September, which found that "parents were pretty clear on what was important to them in lunchboxes: quality food that they can trust, convenience and knowing that their kids will actually eat the lunch packed for them," notes Neil Leinwand, Applegate's SVP of marketing.

"Value is important, but in context of other key factors like quality and whether the product is something that will actually be eaten," says Leinwand. "It's not a value if the lunchbox comes home every day with the food still inside."

He adds: "We have found that in-store sampling is a great way for consumers to taste the difference with our products. We also do special promotions — for example, with bread or other essential sandwich ingredients like condiments. With the chicken strips, we did a promotion with bagged salads. The feedback on sampling and promotions is extremely positive."

Drinkable Fruit and Veggies

To wash down this nutritious fare, the Campbell Soup Co. introduced V8 V-Fusion juice boxes this past summer. The new product provides a combined serving of vegetables and fruit, contains no artificial ingredients and no added sugar, is naturally sweetened with fruit juice, and is an excellent source of vitamin C. Available flavors are Apple, Berry and Fruit Punch.

"Campbell developed an integrated advertising and shopper marketing campaign that encompasses more traditional media such as FSIs and TV advertising, as well as merchandising efforts and social and digital media," says Erin Miller, senior brand manager-beverage. "Our display-ready merchandising vehicles will be key to promoting this new product at retailers, especially during key drive periods such as back-to-school and what we call the 'back to routine' period in January."

Camden, N.J.-based Campbell also offers V8 V-Fusion beverages in 8-ounce single-serve cans designed for school-age kids. The 100 percent juice product comes in a multipack format and offers one full serving of fruit and one full serving of vegetables per can.

Just Desserts

Given that most kids (and many adults) like to finish off lunch with a snack, among the tasty items from which they can choose are the naturally sweet items from Coral Gables, Fla.-based Buddy Fruits. "It is a snack company's duty to provide consumers with affordable, shelf-stable products that promote nutritious eating," notes Fabian Milon, Buddy Fruits' founder and chairman.

The company's newest product, Jiggle Gel, "is the first of its kind and … the healthy cousin of gelatin," says Milon. "Jiggle Gel maintains its jiggly consistency with the use of fruit pectin rather than animal fillers, and contains less than 70 calories per pouch." Released in October, shelf-stable Jiggle Gel comes in Strawberry, Raspberry and Orange flavors, and can be resealed for later snacking.

Additionally, placement next to gelatin products in supermarkets "will open consumers' eyes to the fact that there are healthier options when it comes to old favorites," asserts Milon. "Jiggle Gel is made from 100 percent fruit and requires no bowl or spoon; [these] will be our strongest promotional tools. Our pricing is right on point with our existing line, making the product affordable for all."

Milon adds that Buddy Fruits is currently working on a healthy chip alternative with 1 1/2 servings of fruit per container.

More to Come

What can be expected in the realm of kids' lunchboxes? A continuation and extension of the healthy trends already making themselves felt, it would appear.

Supervalu's Rawn cites, among other factors, "portability; cartoon characters and sports and celebrity role models gracing packaging; fun, colorful packaging that … would draw a child's attention in an aisle; emphasis on natural flavoring and ingredients versus artificial; minimal ingredients; natural ingredients; emphasis on lower levels of sodium and added sugars; [and] nutrient-dense foods."

Noting that parents are increasingly seeking products with more whole grains, more fruits and more vegetables, Campbell's Miller declares, "In general, lunchboxes will continue to get healthier."

"These foods are highly nutritious and minimally processed, so you are getting a lot of nutrition for your buck."

—Jennifer Shea Rawn, Supervalu

"It's not a value if the lunchbox comes home every day with the food still inside."

— Neil Leinwand, Applegate