Dairylea Lunchables slammed

UK – Parents have this week slammed Kraft Foods’ Dairylea Lunchables cheese and ham product, which is aimed at the children’s lunch market.

Since its launch in 1998, Lunchables has sold well in the lucrative children’s lunch box market. But a panel of parents at UK charity the Food Commission have given the product a ‘Not in my lunchbox’ award.

However, Kraft told newspapers that Lunchables are an “occasional and fun treat”. Parents also admitted that the Lunchables’ marketing campaign is a success, with one parent commenting: “A big advertising campaign on the TV makes them look good to children. My children are always asking for them.” The Food Commission claimed that although Dairylea Lunchables contain 36% of the recommended daily allowance of calcium for children, half the calories are from fat. It said that a third of all the calories come from saturated fat. The Food Commission added that the salt content of the product is high at about 60% of the day’s maximum recommended amount in one pack.