The relaunch relegates the Lunchables branding to a corner of the label and makes Stack'ems the most prominent name. Crackers was the first product in the Lunchables range when it launched and pioneered the category five years ago. Last year it had 70% of Lunchables sales.
The launch spawned a host of me-too products, among them Golden Vale's Attack-A-Snak and Glanbia UK's Munchsters, helping to grow the market for kids' lunchbox snacks to £116m. Lunchables' sales alone increased by more than £6m last year.
But the brand - and the sector - suffered a serious setback early this year when the Food Commission published a damning report detailing the high salt and fat content of certain processed foods. Lunchables was among the worst offenders - eating just one pack would take a six-year-old over the recommended daily maximum salt intake.
Kraft responded swiftly, insisting it had already reduced the salt content and promising a further 25% cut this year. But the PR backlash was unavoidable, and the product was heavily discounted in supermarkets.
Kraft trade relations manager Easton Millar claimed that the rebrand happened because crackers were the first variant and deserved a memorable name.
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