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Oscar Mayer Lunchables Now Packs A Full Serving Of Fruit

Category: New Food Products

Product Type: Packaged/Prepared Foods

Manufacturer: Kraft Foods

Oscar Mayer, the Madison, Wis., subsidiary of Kraft Food Inc., introduces Lunchables with Fruit, a new refrigerated line that provides a full serving of fruit with Dole Mandarin Oranges or Pineapple Tidbits in 100 percent fruit juice. Available in four varieties -- Peanut Butter + Jelly Sandwich, Turkey + Cheddar Cracker Stackers, Ham + American Cracker Stackers and Extra Cheesy Pizza -- they also contain bread or crackers made with whole grain.

The introduction of Lunchables with Fruit is supported by a multi-platform marketing campaign, the largest in the brand's 22-year history. An ad campaign features colorful, eye-catching pictures of happy kids with orange peel smiles and pineapple ring glasses. And to "Keep the Smiles Coming," the Lunchables team kicks off the campaign with a national call-to-action, partnering with Feeding America, the nation's leading domestic hunger-relief charity, to donate up to one million pounds of fresh fruit to families who need it the most.

"We continue to listen to our consumers and stay committed to making Lunchables Lunch Combinations a wholesome choice for moms and more enjoyable for kids. Fruit was the number one requested item for packed lunches," says Joe Fragnito, director of Lunchables marketing. "We wanted to create a fun, larger-than-life campaign to celebrate our exciting product news and give our consumers a chance to help keep the smiles coming across America."

Suggested retail price per pack is $2.99.

Company Information

Website: www.lunchables.com