Brand leaders often talk about getting their products in front of the next generation of consumers. For Kraft Heinz, that means aggressively marketing to schools, students and parents.

New programs include distributing special versions of its turkey-and-cheese and pizza Lunchables to comply with federal guidelines for the National School Lunch Program, pitching them as a way for schools to save money on labor costs. And this week, the company debuted a campaign that tries to link some of its most recognizable products with learning through textbook-like packaging. 

The four “FUNdamental Textbooks” look like books on the outside, but each opens to reveal a “lesson” on a made-up subject—Jiggleometry for Jell-O, Nibbleonomy for Kraft Mac and Cheese, Slurpstory for Capri Sun, and Stackonomics for Lunchables—with the other side hollowed out to hold the related food or drink.

Kraft Heinz CEO Miguel Patricio and Carlos Abrams-Rivera, the company’s head of North America (who will take over as CEO next year) recently told the Wall Street Journal that the company had identified schools as a key way to expand its food service division, which should also help drive supermarket sales. Kraft Heinz estimates that the education food service channel could be a $25 billion potential market.

But the school moves are drawing criticism from some health advocates.

“The Lunchables on the cafeteria line are different from what’s in the grocery store,” said Sam Hahn, a policy coordinator for school foods at the Center for Science in the Public Interest. “But kids don’t know that, and it could lead them to associate this with what’s in the grocery store. And pedaling these as a textbook is teaching kids that junk food is fine.”

The “textbooks” are part of a larger “Taste Some Play Every School Day” campaign, which is meant to highlight Kraft Heinz’s self-described “four iconic kids brands.” Starting Sept. 6, the “textbooks” became available online, no purchase necessary and while supplies last. Fans 18 and older will have to enter their first name, last name, email address and home address, and have the option to give their phone number, in order to receive a book. Mischief handled the campaign, which will be supported with in-store shopper marketing and on social media. All four items were out of stock within hours of announcing the promotion, according to the company’s website.

For every book claimed, Kraft Heinz will donate $10 to the non-profit organization First Book, whose goal is to ensure quality education access for all children, and also make a one-time donation of $50,000. 

“At Kraft Heinz, we believe education can be a fun-filled adventure full of imagination and with our books, we aim to reignite the enthusiasm for learning,” Anna James, associate brand manager at Kraft Heinz, said in a press release.

But Bonnie Patten, executive director of Truth In Advertising, points out that the books don’t seem to contain any language that they are an ad. “It’s a non-traditional ad format,” she said. “But kids will see it as entertainment or an activity rather than marketing.”

The textbooks could be a form of market research, suggested Christy Lebor, partner and director of strategy at Smashbrand, a CPG package design and branding agency. “I would think parents fill out their information, get a survey, and then Kraft Heinz can use that data for a sell story [to school food directors],” she said. “A parent squeezed by inflation might be happy to get their kid some free food, and the kid is excited to have something come in the mail.”

Kraft Heinz declined to discuss the promotion beyond a press release.

Brand awareness while they’re young

School lunches have to meet nutrition requirements for whole grains, protein, fruits and vegetables, low sodium and low sugar. Large food companies often make school-nutrition-friendly versions that kids eat in cafeterias. But kids, and often parents, don’t know that the foods are different, and may choose to buy products in stores without realizing that they aren’t as healthy as the school versions, according to CSPI’s Hahn.

Truth In Advertising’s Patten agrees: “It’s an unabashed marketing ploy to persuade children to get their parents to buy Kraft products.”

Kraft Heinz isn’t the only brand trying to become part of kids’ school routines. General Mills and Campbell Soup Co. are both heavy players in the K-12 market. General Mills’ program includes marketing support for schools, such as providing downloadable posters schools can use, touting everything from “fresh from the oven” cinnamon rolls to “blueberry mmmuffin tops.”

Even though consumer packaged goods giants often don’t make a lot of money off schools, they see it as the cost of getting in front of younger consumers, something that is easily done at scale by working with schools across the country, according to Hahn. Packaged foods also help school food directors on tight budgets to feed kids in a way that meets nutritional requirements.

“Schools had a hard time in Covid,” said Hahn. “They were often tasked with serving kids and sometimes feeding the larger community. They were stretched to the limit and now that things are back to normal and prices for food are higher, supplies might be thin. I think Kraft Heinz sees this as an opportunity to take advantage of food service directors who want to meet the nutrition standards.”

Smashbrand’s Lebor isn’t so sure. “It could look evil on the surface, but the nutritional guidelines are the nutritional guidelines—you either meet them or you don’t. That could just be more nutrition per penny,” she said. “Plus if the kids want to eat it, that means more full bellies, and better attention in class.”

But in the long run, the books and school lunches give Kraft Heinz a foot in the door when it comes to brand considerations.

“Children are a valued target because they influence their parents,” said Patten. “And later on, that brand awareness will be key when they grow up and buy what they know.”