Kraft Heinz has announced it is no longer offering its Lunchables meals to the U.S. school lunch program, citing weak demand. The company had introduced two protein-enriched Lunchables offerings at the beginning of the 2023-2024 academic year, designed to meet federal nutrition requirements.
The decision unwinds a significant strategic bet by Kraft Heinz, which had targeted the $25 billion educational market to revive its well-known brands. Demand for the school-specific Lunchables fell short of the company's projections.
This withdrawal is a blow to the Lunchables brand, which has faced lingering negative publicity and competitive entry in the broader market. Kraft Heinz is focusing on other strategies to grow sales volumes for its brands, including Jell-O and Crystal Light.
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