Shine OnOscar Mayer re-brands Lunchables for adults as ‘protein packs’
In a bizarre move, the processed food kings at Oscar Mayer are now tapping into the gym-rat market by launching a line of Lunchables for adults.
Don't worry, you won't find any wieners or carb-loaded crackers in these boxed meals. Instead, these "Portable Protein Packs" (aka P3) contain one of three different types of processed meats (turkey, chicken or ham), cheese (cheddar or Colby Jack) and nuts (peanuts or almonds).
The label boasts 13 to 14 grams of protein per pack. Sounds like a lot, right?
Not quite. When you consider that one chicken breast contains twice that amount of protein, it's actually a pretty shoddy deal.
Sure, grabbing a box of pre-made snacks for protein is easier than cooking a chicken breast, but the health risks that have been associated with processed meats, such as cancer and infertility, outweigh the benefits, in our opinion.
But what really baffles the mind is the fact that Oscar Mayer's regular cracker and meat combo contains 19 grams of protein -- five grams more than the 'Protein Packs.'
But it's a clever marketing strategy and arguably one that is rather necessary in a market where consumers are quick to pick up products labeled as high-protein and healthy.
Fast Company gives their two cents about Oscar Mayer's re-branding strategy:
To sell Lunchables to adults, Oscar Mayer needed to solve two problems, stigma and health. The social stigma of an adult eating Lunchables was easy enough to solve: just call it something else. But applying to adult’s health consciousness was a bigger problem … How do you package what is, in essence, Grade D cheese and meat ends to a health-conscience audience, then? You deftly sidestep the health issue entirely by marketing them not as snack boxes but as energy packs.
The packs are selling at U.S. grocery stores for $1.79 US ($1.98 Cnd). Kraft tells Global News that the product is not yet available in Canada.
