Lunchables Faces Competition but Kids Will Ultimately Decide the Winner

Despite sweeping revolutions in the technology, transportation and communication industries, time seems more limited now than ever.

Parents are working harder and longer hours just to maintain the status quo. Children live in such a competitive world that squandering a summer afternoon to chase bugs in the backyard will ruin their academic careers, future professional lives and render them unloved loners with nothing to vouch for their pathetic existences except a dried monarch butterfly in an old mason jar being rolled by rats down a dank alley.

Enter Lunchables: the official lunch option, since 1988, for kids raised by parents who apply their lipstick and don their ties in rearview mirrors—all with a cup of coffee wedged between their legs. Throughout the past 25 years the public has become addicted to convenience, even when paying for that convenience meant having to work longer hours just to afford it.

So it’s not surprising that Lunchables, despite being laden with high levels of fat, sodium and preservatives, dominated its particular food category for decades—until the child obesity epidemic of the mid-2000s.

Parents love dropping their kids off at school on time, but they hate seeing their kids unhealthy. Revolution Foods recognized this change in priorities and is poised to give Lunchables considerable competition with its healthier offering, Revolution Foods Meal Kits, which provide the same type of ingredients but from higher quality and more nutritional sources.

From a PR standpoint, this will be a battle for perception. For now it’s too early to predict a winner, but that may be because when you’re trying to beat rush hour traffic, all packages of ham, cheese and crackers tend to look the same. Ultimately, the kids will determine which brand wins as they barter amongst themselves at school lunch tables—the ultimate focus group.