In 1995, Kraft expanded its line of packaged kids? lunch combinations to include pizza-themed Lunchables despite negative reviews from parents who?d taste-tested the product. They found the application of cold pizza sauce, cold meat, and cold shredded cheese on cold crusts both unappetizing and incongruous with the steaming, oozy slices they associated with the word pizza. ?Within a year, though, sales of the portable, build-it-yourself lunches had reached $150 million, and pizza Lunchables accounted for a quarter of the Lunchable brand?s total volume. Last year, the brand?s dollar sales reached $569 million.