• by Steve Ellwanger , May 4, 2023

Kraft Heinz is entering the U.S. seasonings market – and, in a separate move, expanding the distribution of Lunchables a into the National School Lunch Program (NSLP).

Having acquired majority ownership of European brand Just Spices a year ago, Kraft Heinz said last week it has begun offering 10 of the more than 170 Just Spices products strictly on a D2C basis.

Just Spices has focused solely on blends by creating three different categories dubbed Allrounders, Seasonings and Toppings to match specific usage occasions.

The spice category “is a huge market where we don’t play,” Kraft Heinz CEO Miguel Patricio said during a Q1 earnings presentation yesterday.

Meanwhile, the company’s entry into another market -- the National School Lunch Program (NSLP), which provides federally assisted low-cost or free lunches to school children -- is drawing criticism from the Center for Science in the Public Interest (CSPI).

Lunchables were launched in Seattle in 1988 and went national in 1989. They have been positioned as convenient food packages that require no preparation.

According to a brand rep, Lunchables will be the “first Kraft Heinz meal” to be offered via the NSLP .

The Lunchables to be provided in the 2023-24 school year are Extra Cheesy Pizza—a mix of cheese, pizza sauce and pizza crusts that don’t require heating—and Turkey And Cheddar Cracker Stackers, according to Kraft Heinz’ Q1 business update,

"Thirty million kids participate in school meals programs, many of which are from families with low incomes,” CSPI campaign manager for federal child nutrition programs Meghan Maroney wrote in a blog post.  “A hot school lunch is a lifeline for many children who might otherwise not have access to nutritious foods. If Lunchables become part of a regular menu rotation, what meal will they replace? Will there still be a choice for a hot meal?"

Maroney also contended that having Lunchables in the school program would lead parents to conclude “these products are now ‘healthy,’” and "might feel more comfortable buying them,” even though the  school Lunchables are “likely to be nutritionally different” than the same product sold in stores.

In fact, according to the Lunchables rep, both SKUs for the school program “have a specialized recipe that incorporates more protein and whole grains to keep kids powered throughout the day, reduced saturated fat and sodium and an increased serving size.”

In other news, on the frozen-foods side, Kraft Heinz announced yesterday the launch of a brand called Homebake 425°/:30—which consists of entrées, vegetable and side dishes that come in roasting pans and can be heated together in an oven set to 425 degrees for 30 minutes.

Homebake 425°/:30 is starting with five main courses, five sides and five vegetable dishes.