Retailers who home in on parental priorities can ensure their packed lunch offer is top of the class.
Kids are notoriously fussy eaters, but even pickier are the parents packing their lunches.
Health is, of course, a major factor in purchase decisions, and cheddar ticks the box on multiple fronts, claims Ornua Foods UK & Europe, which owns Pilgrims Choice.
“Cheddar is one of those go-to staples you can always rely on,” says Marketing Director Nicola Blackmore-Squires. “We’re seeing more and more parents prioritising food that feels natural and wholesome. In fact, over three quarters say it’s very important their children eat nutritiously [Mintel Database, UK Food & Drink and Family Trends 2025], and just as many are actively looking for minimally processed options when they shop for lunchbox staples [ibid].
“That’s where cheese really stands out – it’s a simple, recognisable food that parents trust. Pilgrims Choice delivers on that ‘real food’ expectation, while also providing protein, which is increasingly important in helping kids stay fuller for longer [Mintel, Stretching Cheese brands in new directions, 2026].”
Convenience is also a core sales driver, she observes. “Over 70% of parents say ease of preparation is a top priority when it comes to lunchboxes [Mintel, UK Lunchbox Trends 2025], and this is another area where cheddar really comes into its own. It’s quick to slice, easy to grate, or can be prepped into simple portions like cheese sticks – ideal for hectic mornings. That’s why it makes sense for retailers to offer a mix of formats.”
The brand’s block range, which includes Mature, Extra Mature, Vintage and Lighter options, continues to perform well, up 16% in value and 35% in volume in convenience stores across Great Britain in the last quarter [Circana All Outlets Total Cheese data to w/e 52wks 18 April]. Extra-convenient formats are also driving sales. “We’re seeing particularly strong growth in sliced, with volumes up nearly 40% year on year [ibid],” adds Blackmore-Squires.
Another easy fit for packed lunch is Peperami, suggests Jack Link’s. “Protein-rich snacks are performing strongly because they offer a filling, convenient option that works across multiple occasions, from school lunchboxes to after-school snacking and family top-up shops,” says Shaun Whelan, Head of Convenience.
“Within meat snacks specifically, the category has doubled in value over the past five years to more than £335m, with demand for protein snacks continuing to surge as one in five UK households now seeks out protein-rich options. Brands that combine strong value perception with excitement and innovation are well placed to perform strongly during the time running up to Back to School.”
Peperami Lunchbox Minis remains a standout performer, notes Whelan, while smaller multipack formats continue to resonate strongly with families looking for convenient, filling lunchbox options.
Mondelez International also boasts a healthier lunchbox solution with new Dairylea Snackers with Strawberry Fruit Bites.
Natalie Wong, Brand Executive for Dairylea at Mondelez International, says: “By combining the much-loved Dairylea Snackers format with fruit bites made with fruit, we are offering families more choice within snacking while helping retailers respond to evolving shopper expectations.
“As Dairylea’s first non-HFSS Snackers product, this launch also represents an important step in strengthening our healthier credentials and attracting new shoppers into the category.”
Coca-Cola Europacific Partners also has its eye firmly on meeting the non-HFSS criteria with its Oasis drink. Kate Abbotson, Senior External Communications Manager, says: “Oasis’ innovation strategy is focused on delivering bold, fruity flavours that shoppers love, while meeting growing demand for low sugar and HFSS-compliant options.”
Oasis Summer Fruits is the top flavour variant in the Oasis range [Nielsen Total GB MAT Val w/e 04.10.25], worth £86.28m in value, with sales up 17.4% year on year [Nielsen & CGA Combined Data to end 2025].
By swotting up on products that deliver on taste, health and convenience, retailers can ensure their packed lunch fodder appeals to both parents and kids this Back to School season.
