In the North woods

Prepared Foods, Feb, 2005

A Michigan company called Norwegian Jake's (Warren, Mich.) has entered the lunch kit market with a product that may have appeal beyond kids. For kids (and adults) who may find the flat packs of Lunchables (Kratt, Northfield, Ill.) not quite cool enough, this company offers Norwegian Jake's Backpack Lunch. This lunch comes in a sturdy canister that goes into a backpack or briefcase. Like many other lunch kits, it includes brand ed meat, cheese, beverage and dessert. These also come with flatbread for wraps (ham, turkey, pizza, or peanut butter & jelly). Surprisingly, although the company is called Norwegian Jake's, the flatbread does not contain potato, so it is not actually lefse, as would be expected.

The product stands out because of its positioning and canister packaging. The nutrition facts panel indicates the products are a normal lunch size for a teen or adult (about 320 calories for the 6oz. lunch), although it is not a low-fat meal. It is hard to know if this small brand can stand a chance against behemoth Lunchables, but this larger size and clearer teen focus may bode well for the line.

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