Dive Brief:
- Oscar Mayer is launching a product it calls P3, a package of meats, nuts and cheeses aimed at active snackers.
- The move comes amid considerable buzz around on-the-go protein offerings like jerky, protein bars, and Greek yogurt.
- The P3 packs are remarkably similar in appearance to Oscar Mayer's Lunchables. The key difference is that P3 does not include a carbohydrate selection such as a cracker or pretzel.
Dive Insight:
Somehow, it seems that all of America has suddenly developed an interest in eating protein while running around in a rush. Certainly the trend involving paleo diets is a factor, but there seems to be something more happening here. Our sense is that a good portion of Americans have simply resigned themselves to the fact that we don't have enough time to eat full meals anymore. And if you must eat on the go, then protein is the way to go (the alternative, presumably, being the constant consumption of processed-carbohydrate snacks.)
The problem for us, however, is that processed proteins don't seem very healthy. We're all for protein, and we've even experimented with paleo eating (it turned out to be really good for our skin!). But a quick look at P3 shows that Oscar Mayer is filling the containers with those pinkish, molded shapes that are the "meats" in Lunchables. No doubt those things meet the federal standards for what constitutes meat, and no doubt there are millions of folks who like them. Lunchables, after all, sell like crazy. But we don't expect them to sell very well among the paleo eaters at the Crossfit gym.