The world of convenient, pre-packaged lunch kits is seeing significant new developments, with both the legacy brand Lunchables and a high-profile new competitor expanding their offerings. While Lunchables, produced by Kraft Heinz, has recently focused on introducing specific new lines, a new rival called Lunchly, created by internet personalities MrBeast, Logan Paul, and KSI, has captured significant attention. This has led to widespread confusion as consumers search for 'what is the new lunchable called?'. The answer depends on which product, the official Kraft Heinz creation or the viral competitor, is being referenced.
Official Lunchables New Products: PB&J and Dunkables
Kraft Heinz has introduced several new products under the Lunchables brand to innovate within the snack category. These new offerings focus on different aspects of mealtime, from a nostalgic classic to a more interactive snack experience.
Lunchables PB&J
One of the most notable new product lines is the ready-to-eat, no-thaw Lunchables PB&J. This innovation directly addresses a common frustration for parents regarding frozen peanut butter and jelly sandwiches that require 30-60 minutes to thaw. Available in both grape and strawberry jelly versions, this crustless, dippable option is designed for on-the-go convenience straight from the refrigerator. A marketing collaboration with artists Lil Jon and Twista helped bring this new product to the attention of a wide audience.
Lunchables Dunkables
Another significant innovation is Lunchables Dunkables, a line of dippable snack combinations first introduced in November 2023. This product line was inspired by the popularity of dipping culture and is designed to provide a more wholesome, interactive snack. Early Dunkables varieties included:
- Mozza Sticks with Marinara & Breadcrumbs: Offering a build-your-own mozzarella stick experience.
- Pretzel Twists with PB Spread & Choco Chips: Combining sweet and salty elements for snack time.
Lunchables with Fruit and Crispy Grilled Cheesies
Kraft Heinz has also made strides toward healthier and more diverse offerings. In August 2023, Lunchables with fresh fruit were launched in partnership with Fresh Del Monte. This was followed by the September 2023 release of frozen Crispy Grilled Cheesies, designed to provide a homemade-like texture from the microwave.
Viral Competitor: Lunchly
Beyond the official Lunchables releases, the question "what is the new lunchable called?" is frequently directed at a brand-new, non-affiliated competitor. In September 2024, internet icons MrBeast, Logan Paul, and KSI launched Lunchly, a grab-and-go meal kit positioned as a "better-for-you lunch option".
Key features of Lunchly include:
- Integration with existing brands: Each Lunchly box contains a Feastables chocolate bar and a Prime beverage.
- Initial product lineup: Lunchly launched with three options: Turkey Stack 'Ems, Pizza, and Fiesta Nachos.
- Marketing strategy: The brand leverages the massive, dedicated fanbases of its founders for instant ubiquity and high sales.
Comparison: Lunchables vs. Lunchly
The table below outlines the key differences between the legacy brand's recent innovations and its new internet-famous competitor.
| Feature | Official Lunchables Products (e.g., PB&J, Dunkables) | Viral Competitor (Lunchly) |
|---|---|---|
| Manufacturer | Kraft Heinz | Lunchly LLC (founded by MrBeast, Logan Paul, KSI) |
| Primary Goal | Innovate and expand the refrigerated convenience category | Provide a "better-for-you" grab-and-go option for fans |
| Included Items | Traditional Lunchables components (meat, cheese, crackers) plus new additions like PB&J, dippables, or fruit | Core lunch kit plus a Feastables bar and a Prime beverage in every box |
| Marketing | Traditional brand marketing, some social media campaigns | Heavy use of social media and influencer marketing from founders |
| Market Position | Established leader in the packaged lunch market | High-profile new entrant leveraging significant brand awareness |
| Availability (US) | Widely available in most grocery retailers | Widely available, leveraging existing brand recognition and distribution |
Global Perspective: Dairylea Lunchers
It is also important to note that the Lunchables brand has been subject to name changes in other countries. In the UK and Ireland, the brand, marketed by Mondelēz International, was rebranded from "Dairylea Lunchables" to "Dairylea Lunchers" in 2023. This change was made to align the product with the existing Dairylea snacking portfolio, which includes other products like Dunkers and Snackers. The rebranding also coincided with efforts to reduce salt and saturated fat in the products. Therefore, depending on location, a 'new' lunchable might also be a 'Luncher'.
Conclusion: Navigating the new snack landscape
The question "What is the new lunchable called?" no longer has a single, simple answer. Consumers are now faced with several possibilities. The official brand, under Kraft Heinz, has released new Lunchables PB&J and Dunkables, along with other variations. Simultaneously, internet celebrities have launched a rival product named Lunchly, which includes their own popular brand-name snacks. Furthermore, in international markets like the UK, the original Lunchables brand has been renamed to Dairylea Lunchers. Ultimately, identifying the 'new lunchable' requires determining which product—the genuine Kraft Heinz innovation, the viral influencer brand, or a rebranded international version—the consumer is referring to.
For more information on the internet celebrity launch, you can read the reporting from The Hollywood Reporter.
