Kraft Defends "Lunchables"

How do you defend a food product targeted to kids that's high in sugar and calories and low in nutrition? You don't. You try to confuse the issue by talking about other food products.

That summarizes Kraft's response to my questions about the bologna-and-cheese "Lunchable" I wrote about in my last post.

Sydney Lindner, associate director, corporate affairs for Kraft, called my attention in an email to a subset of this combination lunch product--and of other Kraft foods--that are labeled "Sensible Solution." More about how they define those in a minute. Here's what Lindner had to say, in part:

"With kid-favorite foods conveniently packed together, quality Oscar Mayer meats and Kraft cheeses, and prices comparable to other lunchtime options, Lunchables Lunch Combinations are an incredible value. Nutritionally, the majority (italics mine) of Lunchables products have less calories than the daily recommended intake per meal and many (my italics again) meet Kraft's Sensible Solutions guidelines."

Got that? First of all, calling a product an "incredible value" wheb its components can be purchased, at retail, for less than half the price of the combo, is truly "incredible:" incredibly profitable. As for the rest of that comment, Lindner is saying that the bologna-and-cheese Lunchable doesn't meet Kraft's so-called sensible guidelines. So what should it be labeled? Unreasonable food? Ridiculously non-nutritious food? Maybe with just a skull-and-crossbones to warn you off?

As for it's sensible guidelines, a Kraft "convenient meal product" earns the label "sensible" if it meets one of the following criteria:

• Free of, low in, or at least 25% less, when compared to similar products in the category, in at least (or just) one of the following: calories, fat, saturated fat, sugar or sodium
• Or, contain less than 35% calories from fat
• Or, meets the definition of lean or extra lean

Translation: A "Lunchable" can be called "sensible" if it's less a junk food than other Lunchables.

A Lunchable can also get the sensible designation if Kraft supplements it with 10% of daily needs of a few vitamins or minerals, and the food does not exceed 600 calories/serving and 960 mg of sodium, among other sky-high limits.

Kraft also, by the way, pats itself on the back for advertising only Sensible Solution products to children between 6 and 12. Teenagers are obviously open season.

What's truly sad is that Kraft was actually honored in 2005 at a Nutrition & Obesity Summit convened by California Governor Arnold Schwarzenegger for creating its Sensible Solution products.

What would truly be honorable for Kraft would be to totally overhaul the contents of all its Lunchables or ditch them completely. That might actually do some good.

"Lunchables" Should Carry a Health Warning

I'm working on a book about food shopping, and that is taking me to parts of the supermarket I usually ignore. In particular, I focused on a section of the meat case set aside specifically for Oscar Mayer's kid-targeted "Lunchables."

These supposedly all-in-one lunches look cheap: only $2.99.

But after I read the labels and had a look at what was inside, I saw that these are actually expensive, high-profit combos whose ingredients are worth no more than $1.50. Plus, they are so empty of good nutrition and full of fat and sugar that they should carry a health alert to warn parents off.

Something like: Warning: Lunchables may make your children fat and add to their risk of diabetes and heart disease.

Judge for yourself. "Cracker Snackers, Bologna & American," consists of:

• 6 Ritz crackers
• 1.5 oz. processed American cheese
• 1.5 oz. bologna
  
• 1 "fun-size" Butterfinger--the size you give away at Halloween
• a 6 oz. Capri Sun "Flavored Water Beverage"

This tiny lunch will leave almost any child hungry an hour later while jolting their body with 23 grams, or nearly 6 teaspoons, of sugar. (1 tsp. sugar = 4 grams)

Overall, there are 410 calories in that "lunch" because of the unconscionably high amount of fat and sugar it contains. Everything in the package except the cheese is sweetened with high fructose corn syrup. The Capri Sun also contains the artificial sweetener, sucralose, just in case it wasn't already sweet enough. (The taste made me gag.)

The total fat content is 20 grams, 9 of them saturated, no surprise since these "foods" contain unhealthy oils including cottonseed and hydrogenated palm kernel oil. There's even half a gram of trans fat.

An adult eating this will take in 35% of their total recommended daily intake of salt. For a child, depending on age, it could be an even higher percentage, but the standard nutrition label is based only on an adult eating 2,000 calories a day.

Kraft, which owns Oscar Mayer, fully expects that kids will be eating this "lunch." The company shamelessly promotes it to kids by putting it in a box whose graphics tie into the x-box game, Banjo-Kazooie, and a chance to win a Banjo Bash party.

The only good thing kids will get out of this combo is 13 grams of protein, usually the one nutrient Americans never lack.

Dietary fiber? None. And if you recognize most of the names in the ingredients list you must be a chemist.

Parents, beware. The apparent convenience of a "Lunchable" carries an invisible price: your child's health.

I'll report soon on what Kraft has to say about this product.