“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 The Kraft Heinz Company stated in a press release. According to a survey Kraft Heinz commissioned, more than half of parents worry that kids won’t enjoy school this year.
To be fair, Kraft Heinz’s survey only covered 1,033 U.S. parents with kids between 6 and 12 years old. However, according to The National Center for Education Statistics, 37% of fourth graders are below the basic reading level. Kraft Heinz’s two-page books — each of which contains a hollowed-out pocket for the snack — may be small, but anything that gets kids interested in reading and learning is likely a positive thing.
This isn’t the first time Kraft Heinz has tried to make back-to-school easier for parents. In August, the company partnered with TaskRabbit to offer two Capri Suns in specially designed boxes as “Wireless Kid-Noise Canceling Technology.” The idea was to give parents 50 seconds of calm, which Kraft Heinz claimed is the amount of time it takes a kid to drink a Capri Sun. Along with the beverage, purchasers received a TaskRabbit credit of $100, in order to get some expert help with their tasks and find a little time to relax.