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Lunchables For Adults Cleverly “Sidestep The Health Issue”

March 4, 2014: 12:00 AM EST
Kraft’s Oscar Mayer brand, which has been marketing convenient lunch packs for kids as Lunchables for decades, has introduced what it calls P3 Portable Protein Packs for adults. The P3 packs contain meat, cheese and nuts, “designed for active consumers looking for a snack to help keep them going throughout the day”. The packs contain no artificial preservatives, 13 grams of protein, and little to no sugar. One example: applewood smoked turkey, marbled colby and  Monterey jack cheese, and dry roasted almonds. “To sell Lunchables to adults, Oscar Mayer needed to solve two problems, stigma and health,” writes Time food writer Samantha Grossman. “You deftly sidestep the health issue entirely by marketing them not as snack boxes but as energy packs.”
Samantha Grossman , "Oscar Mayer Is Now Selling Lunchables for Adults", Time.com, March 04, 2014, © Time Inc.
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