Lunchables—every child’s favorite processed-meat-and-cheese lunch kit—has been going strong since it debuted 26 years ago. Last year, the Lunchables brand reached $1 billion in retail sales for the first time, reports AdAge.

What made last year such a momentous one for Lunchables? The brand (and its parent company, Kraft Foods), began “aggressively targeting” 13-to-17-year-olds with a larger-portion line called Uploaded, reports AdAge.

Sales subsequently skyrocketed—Uploaded raked in $125 million in sales its first year, busting through the $100 million barrier. Apparently, targeting teens was a power move. Now, Lunchables (part of the Oscar Mayer division) will partner with Xbox and MTV celebrity Rob Dyrdek to further reel in Millennials.

Uploaded "Nachos Grande." (Photo: Walmart)

Uploaded “Nachos Grande.” (Photo: Walmart)

Whereas regular Lunchables contain snacks like crackers, cheese, and ham, Uploaded meals range from 6-inch subs to “nachos grande.” If those don’t sound like healthy lunches for teens, it’s because they aren’t. AdAge reports that Yale’s Rudd Center for Food Policy & Obesity stated that Uploaded packs are “higher in calories, sodium and saturated fat than other varieties.”

According to AdAge, Oscar Meyer’s response to the fact that their Uploaded product might not be so healthy is that the products simply reflect teens’ desire for larger portions. A spokeswoman for Oscar Mayer told AdAge,

“All but one recipe are a good source of protein. The three sub recipes, the pizza and the nachos items are an excellent source of calcium.”

You stick to your spiel, spokeswoman!

Considering adult lunch boxes are all the rage out in Cali, maybe Lunchables Uploaded is responsible for the next big trend in food.

The adult lunch box at Dirty Habit in San Francisco. (Photo: Grant Marek for Thrillist)

The adult lunch box at Dirty Habit in San Francisco. (Photo: Grant Marek for Thrillist)

[via Adage]

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