A proposed ban on school packed lunches has forced the sector to take a long hard look at its health credentials… or lack thereof.
Is it the beginning of the end for the lunchbox? Last week, the government called on headteachers to ban the packed lunches and encourage more kids to eat supposedly healthier school dinners. Given that lunchbox consumption among kids, by far the biggest group of consumers, has already slumped 2.1% over the past year - and a whopping 9.2% among primary schoolchildren [Kantar Worldpanel 12 m/e November 2012], the omens don’t look good.
To compound matters, the group who had increased consumption the most in 2011-2012, namely 35-44 year old men, have also turned their noses up, their consumption declining 2.7%. But with overall consumption down just 0.4% - a modest 0.8 percentage point swing on last year’s growth - are things as bad as they look? Or could we simply be witnessing a shift in key consumer groups - and the types of food being eaten?
Our special report speaks to the experts and harnesses exclusive data from IRI and Kantar Worldpanel; turns the spotlight on the health credentials of the lunchbox category; questions whether the days of school lunchboxes are numbered; looks at how brands are seeking inspiration from across the pond; and rounds up the latest product innovations.
Also inside our special feature:
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