Lunchables reinvents PB&J with new no-thaw crustless snack

Lunchables new PB&J snacks. Credit: Kraft Heinz

Lunchables has introduced an exciting new addition to its line-up with the launch of its first-ever dippable, no-thaw crustless PB&J.

Rolling out now at select retailers nationwide for £2.49 per pack, this new product reimagines the classic peanut butter and jelly sandwich, providing a quick, convenient and fun snack option that’s perfect for kids and parents alike.

Packed with two creamy, crustless peanut butter sandwiches and a side of either grape or strawberry-flavoured dip, Lunchables PB&J taps into kids’ love of dipping while offering them the flexibility to enjoy the perfect peanut butter and jelly ratio.

Danni Levin, Associate Director of Innovation at Lunchables said:

The launch of Lunchables PB&J is a continuation in our mission to reinvent the refrigerated category by providing high-quality, delicious, affordable and convenient solutions for snack time and beyond. We’re remixing a classic, delivering on parents’ desire for convenience and kids’ love of dipping and customizing – PB&Js will never be the same!”

A major frustration for parents has always been the thaw time required for frozen PB&J products, which typically take 30-60 minutes to thaw before they’re ready to eat. Lunchables aims to solve this issue with its no-thaw, ready-to-eat feature, offering parents a snack for their children that can be enjoyed instantly.

No more waiting for the sandwich to thaw – Lunchables PB&J is ready to go when you are.”

The enduring popularity of PB&J

The launch of Lunchables PB&J taps into the long-standing popularity of peanut butter and jelly, especially among American children. The iconic snack has been a part of American childhoods for almost 100 years and ranked among the top 10 sandwiches Americans love, according to a 2019 YouGov survey.

In a clever move to engage both kids and nostalgic parents, Lunchables has teamed up with GRAMMY Award-winning artist Lil Jon and hip hop icon Twista to remix the iconic “Peanut Butter Jelly Time” song. The duo, reuniting for the first time in over a decade, bring a fresh take to the nostalgic tune, which is now available to stream on Lunchables’ YouTube channel and Spotify.

Following the song’s announcement, Lil Jon said:

It was cool to link back up with Twista on the Lunchables ‘Peanut Butter Jelly Time’ remix, cause I knew it would be fun, and we would make somethin’ fire. PB&J takes me back to my childhood days…YEAHHH!”

Starting today, Lunchables PB&J is available at select retailers for £2.49 per pack.