Lunch solutions that sell: Protein-packed choices kids will eat
For grocery retailers, back-to-school season is a chance to help families solve one of their biggest daily challenges: packing a lunch kids will actually eat. Childhood is a period of rapid growth and development, and nutrition during these years has lifelong effects on physical health, cognitive development and learning. Yet Canadian data shows kids and teens aren’t getting what they need:
- 57% of daily calories come from highly processed foods, crowding out nutrient-rich choices.
- Many children are short on vitamin B12, iron and zinc, nutrients critical for growth, energy and brain health.
- More than half of adolescents don’t eat enough foods from the protein group, missing out on the vital nutrients they provide.
School lunches are a key opportunity for grocers to help parents fill these gaps.
Protein: Beyond building muscle
Parents are motivated to shop for nourishing foods, and protein is high on their list. While protein is known for supporting healthy development and muscle growth, it also plays a role in:
- Bone health
- Immune health
- Brain health
- Satiety (helping kids feel full longer so they can focus at school)
Importantly, protein foods don’t just deliver protein. They come packaged with vitamins, minerals and other bioactive compounds like creatine and carnitine, which provide added benefits.
The balance of plant and animal proteins
Researchers at the University of Toronto found that Canadian children meet their nutrition needs most effectively when about three-quarters of protein comes from animal sources and one-quarter from plants.
Why this balance matters:
- Animal proteins are protein-packed—important for kids with small appetites—and provide all essential amino acids (protein building blocks). They also supply key nutrients often lacking in children’s diets, including zinc, iron and vitamin B12. These nutrients are absent or not as well absorbed from plant foods.
- Plant proteins usually have less protein per serving but offer fibre and phytonutrients (not found in animal foods). They’re typically low in one or more essential amino acids—but this can be balanced by combining different plant foods. However, kids do need to eat more to reach the same amount of protein that animal foods contain.
Why beef belongs in lunchboxes
Beef is a familiar, kid-friendly protein that checks multiple boxes for parents looking for lunch solutions:
- 92% of Canadians enjoy eating beef. It’s already a familiar choice.
- Beef provides an excellent source of protein plus many vitamins and minerals, including three that many school-aged children fall short on: vitamin B12, iron and zinc.
- Eating red meat has been linked with higher vegetable intake and better nutrient adequacy overall.
- About one in four teen girls in Canada is iron-deficient. Iron deficiency is more common among girls who limit meat; eating more red meat is associated with better iron levels.
- Despite common perceptions, it’s highly processed foods—not fresh red meat—that contribute the most saturated fat to Canadian diets.
- Meat is the food least likely to be wasted in Canadian households.
What this means for retailers
Parents want lunches that:
- Deliver nutrition their kids need
- Include foods their kids will actually eat and enjoy
- Are easy to prepare and pack
Beef delivers on all three counts. By spotlighting beef as a lunchbox-friendly option—whether through recipe ideas, promotions, or merchandising alongside vegetables and other lunchbox staples—grocers can position themselves as partners in helping families bridge the nutrition gap. Highlighting beef for school lunches isn’t just selling a product—it’s offering a trusted solution families can rely on.
For references visit the Childhood Nutrition webpage at THINKBEEF.CA.
Check out Canada Beef’s School Lunch webpage and share the free recipe booklet with your customers.