Until now, there have been Lunchables and, well, Lunchables.
The Kraft Food Group’s Oscar Mayer brand created the concept of prepackaged lunch meals for children in 1988 and has effectively owned that business ever since, with sales accounting for 76 percent of the small but lucrative $1.35 billion niche product category, according to IRI, a market research firm in Chicago.
But starting this month, some grocery refrigerator cases will be adding a new competitor, Revolution Foods Meal Kits.
The kits are the first foray into the grocery store by Revolution Foods, an Oakland, Calif., company founded by two women seven years ago to supply school cafeterias with healthier prepared foods. “We felt like now was the right time,” said Kirsten Saenz Tobey, co-founder and chief innovation officer. “Consumer awareness of food nutrition and demand for healthier, natural products is high and especially in this category of convenient, grab-and-go foods.”
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