Kraft Heinz launches Lunchables PB&J
The sandwiches come in 2.27-ounce packages with a suggested retail price of US$2.49 and are available at retailers nationwide.
USA – The Kraft Heinz Company has introduced a new product: Lunchables PB&J, featuring a dippable, no-thaw, crustless peanut butter and jelly sandwich available in both grape and strawberry varieties.
Last month, during a quarterly report on fiscal 2025, Kraft Heinz executives identified Lunchables, along with Capri Sun, Kraft Mac & Cheese, and Kraft Mayonnaise, as brands facing significant top-line pressure.
Carlos Abrams Rivera, the CEO of Kraft Heinz, mentioned that the company plans to introduce more innovative products to stimulate growth for the Lunchables brand.
The launch of Lunchables PB&J marks an expansion into the sandwich category, following the introduction of Grilled Cheesies in 2023.
This initiative aligns with Kraft Heinz’s strategy to generate an additional $2 billion in sales through innovation by 2027.
One major advantage of the new Lunchables PB&J is its thaw time. Parents have often been frustrated by frozen PB&J products that require 30-60 minutes to thaw before consumption.
The company claims this new product is the first-ever no-thaw, crustless PB&J that is ready to eat straight from the refrigerator.
“The launch of Lunchables PB&J is part of 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, meeting parents’ desire for convenience and kids’ love of dipping and customizing—PB&Js will never be the same,” said Danni Levin, the associate director of innovation at Lunchables.
This new product taps into the longstanding popularity of peanut butter and jelly, particularly among American children.
The classic snack has been a staple in American childhood for nearly 100 years and ranked among the top 10 favorite sandwiches according to a 2019 YouGov survey.
Lunchables is a brand of food and snacks manufactured by Kraft Heinz in Chicago, Illinois, and marketed under the Oscar Mayer brand. The product was first introduced in Seattle in 1988 before being released nationally in 1989.
Lunchables offers 30 different meal variety combinations, including crackers, pizzas, chicken nuggets, small hot dogs, small burgers, nachos, subs, and wraps.
For instance, a typical cracker meal combination package contains an equal number of crackers and small slices of meat and cheese.
The Kraft Heinz Company is an American multinational food company formed by the merger of Kraft Foods Group, Inc. and the H.J. Heinz Company, co-headquartered in Chicago and Pittsburgh.
Kraft Heinz is the third-largest food and beverage company in North America and the fifth-largest in the world.
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