USA | Lunchables has expanded its kid-loved and parent-approved offerings with the debut of new Lunchables PB&J: the first-ever dippable, no-thaw crustless PB&J.
Grounded in kids’ love of dipping and the timeless debate between the perfect peanut butter and jelly ratio in a PB&J, the new product gives kids the freedom to enjoy a PB&J exactly how they like it.
Lunchables PB&J, a “remix” of a beloved lunchtime staple, includes two deliciously creamy, crustless peanut butter sandwiches per pack, complete with a side of delicious grape or strawberry-flavoured dip, perfectly crafted for optimal dipping and with no artificial colours.
“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 customising PB&Js will never be the same.”
Beyond equipping kids with the independence to customise, Lunchables PB&J also solved the number one pain point for parents: thaw time.
Current PB&J category offerings are frozen, requiring 30 to 60 minutes of thaw time before serving. Lunchables has tackled 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.
To spread the excitement, the brand reunited 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.”
The debut of Lunchables PB&J reinforced the brand’s commitment to making bigger, more intentional bets to fuel growth and create new consumer experiences. The innovation grows Lunchables’ presence in the sandwich category, following the brand’s first entrance with the debut of Grilled Cheesies in 2023.
This launch enables Lunchables to bring a convenient, kid-loved offering to the refrigerated section. It reflects Kraft Heinz’s broader ambition to drive USD two billion in incremental sales through innovation by 2027.
