Kraft Heinz sees $25B opportunity in schools, WSJ reports

One of the world’s biggest food companies has a new idea for winning consumers: Feed them lunch in schools, The Wall Street Journal’s Jesse Newman writes. Across the U.S. this fall, school cafeterias will serve children familiar staples such as pasta and hamburgers. Some might also offer Lunchables, Kraft Heinz’s prepackaged meal kits, in a move that has raised concerns over adding processed, branded foods to school menus, the author notes. For Kraft Heinz, making the iconic yellow meals eligible for school lunch is part of a strategy of marketing its brands to a new generation of consumers. In a quarterly report in May, the company estimated education food service as an untapped, $25B potential market.