A Tale of Two Lunch Kits: Background and Marketing
Lunchables, a classic grab-and-go meal kit from Kraft Heinz, has been a staple in lunchboxes for decades, offering a mix of crackers, processed meats, and cheese. Its longevity, however, has recently been challenged by declining sales amid growing consumer concerns over its high sodium, saturated fat, and ultra-processed nature.
Enter Lunchly, a competitor launched in late 2024 by internet celebrities MrBeast, KSI, and Logan Paul. Lunchly’s marketing directly targets Lunchables, promoting itself as a healthier, modern alternative by including popular side items like Prime Hydration drinks and Feastables chocolate bars. This aggressive digital marketing, leveraging the influencers' massive followings, has positioned Lunchly as a hip, new contender for kids' attention.
The Nutritional Reality: A Deeper Look
While Lunchly's founders highlight lower calories, fat, and sugar compared to some Lunchables kits, a side-by-side nutritional analysis reveals a more complex picture. Both products fall into the category of ultra-processed foods, raising questions about their overall nutritional value.
Sodium and Saturated Fat
One of the most significant concerns for both brands is their sodium and saturated fat content, often not highlighted in Lunchly's marketing. Both kits provide a substantial portion of the daily recommended maximum intake of sodium for children. Excessive sodium consumption is linked to elevated blood pressure and an increased preference for salty foods in adulthood. Similarly, the saturated fat levels in both brands are comparable, contributing to cholesterol concerns.
Sugars and Sweeteners
Lunchly boasts lower sugar content, mainly due to its inclusion of a Prime Hydration drink, which uses artificial sweeteners like sucralose and acesulfame potassium instead of sugar. However, experts note that replacing sugar with artificial sweeteners is not necessarily an improvement for children's health and could carry other risks. The Capri Sun drink in Lunchables typically contains sugar and fruit juice, alongside other substitutes.
Ingredients and Food Quality
An examination of the ingredients further highlights that both are far from whole foods. Lunchly and Lunchables contain processed meats and cheeses, along with various additives. Independent testing has also raised food safety concerns for both brands. A Consumer Reports investigation found detectable levels of heavy metals, including lead and cadmium, in both Lunchly and Lunchables products. While Lunchly's lead content dropped significantly when the candy was removed, expecting children to skip the treat is unrealistic. Separately, some consumers have also reported mold in Lunchly kits, potentially due to poor packaging quality.
Taste and Price: Subjective vs. Objective
Taste is subjective and often tied to brand loyalty and nostalgia. Some reviews have praised Lunchly's pizza and the inclusion of a drink and chocolate, while others remain loyal to the classic Lunchables taste. Price, however, is a more objective measure. In several documented comparisons, Lunchly kits have been found to be more expensive than their Lunchables counterparts.
Homemade Alternatives: The Healthiest Choice
For those seeking a truly healthy, grab-and-go option, creating a homemade 'bento box' style lunch is the best solution. It allows for control over ingredients, portion sizes, and nutritional content. Ideas for healthier kits include:
- Whole-wheat pita pieces with hummus, cheese cubes, sliced cucumbers, and grapes.
- Hard-boiled eggs, baby carrots, and celery with a side of ranch dressing and berries.
- Mozzarella balls, cherry tomatoes, olives, whole-grain crackers, and melon chunks.
Is Lunchly Better Than Lunchables? Comparison Table
| Feature | Lunchly | Lunchables |
|---|---|---|
| Sponsor(s) | MrBeast, KSI, Logan Paul | Kraft Heinz |
| Year Launched | 2024 | 1988 |
| Marketing Focus | Social media-driven, youthful appeal, claims of better nutrition | Classic nostalgia, familiar brand recognition |
| Drink Included | Prime Hydration (with artificial sweeteners) | Capri Sun (with sugar/substitutes) |
| Dessert Included | Feastables chocolate bar | Varies by kit (e.g., candy, cookies) |
| Calories | Often slightly lower, but a small difference in context | Varies by kit, generally similar to Lunchly |
| Sugar | Often lower due to artificial sweeteners in Prime | Varies by kit, can be higher depending on drink/dessert |
| Heavy Metals | Detected in kits, including lead and cadmium | Detected in kits in earlier testing |
| Sodium/Saturated Fat | High levels, comparable to Lunchables | High levels, comparable to Lunchly |
| Processed Ingredients | Yes, ultra-processed with various additives | Yes, ultra-processed with various additives |
| Potential Issues | Food safety concerns (heavy metals, mold), high price point | Sales decline due to health concerns, high sodium |
| Value for Money | Generally more expensive | Generally less expensive |
Conclusion
When asking if Lunchly is better than Lunchables, the answer, from a health and nutrition perspective, is no. Despite aggressive marketing and influencer endorsements, expert analysis and independent testing confirm that Lunchly is not a significantly healthier alternative. Both products are ultra-processed foods that contain concerning levels of sodium, saturated fat, and potentially heavy metals. While Lunchly may offer a slight edge in some marketing-friendly metrics like calories and sugar, these are offset by its use of artificial sweeteners and higher price point. For families prioritizing health, the best option remains a homemade, whole-food-based lunch. For those seeking occasional convenience, the decision between Lunchly and Lunchables may come down to personal taste preference and price, rather than true nutritional benefit.
References
- Lunchly Not a Healthier Option Than Lunchables | Consumer Reports. https://www.consumerreports.org/health/lunch-and-snack-packs/lunchly-not-a-healthier-option-than-lunchables-a3474994845/
Further Reading
For more information on the impact of ultra-processed foods, a significant 2024 study was published in The BMJ.
Note: All claims regarding nutritional content and safety are based on information available as of July 2025. Consumer products and testing results may vary over time.
