PepsiCo has launched Planet Lunch, a range it claims is the first cross-category brand for the kids' lunchbox market.

The 10-strong selection of healthy lunchbox snacks was trialled in selected Sainsbury's stores in August and the roll-out programme was completed last week with listings in 500 outlets.

Grouped on a display unit beside the fruit snacks, it comprises two Stick & Dip wholegrain breadsticks and vegetable dips, two Squeezable Fruit purées, two Fruit & Oat Bites, Bread Bites in cheese and garlic bread flavours, and an ambient Juice & Water drink in apple & blackcurrant or orange & pear flavours. Each product retails at £2.29.

Compared with other lunchbox snacks, Planet Lunch contained a lower level of fat, added sugars and salt, claimed brand manager, Morgane Gaubier.

"Planet Lunch is a completely new kids' wholesome lunchbox proposition," she said. "We're delighted to be teaming up with Sainsbury's to launch the product and are extremely encouraged by the positive response we've received so far from mums and children alike.'

She said that mums had welcomed having a cross-category range of products grouped in one section.

"Our consumers were telling us that lunchbox was the hardest meal of the day to shop for because of the need to go to so many different aisles. We wanted to help solve that need"

PepsiCo is currently supporting the launch with print advertising and would review Planet Lunch's sales over the coming months with a view to roll-out at other retailers.