As backpacks are packed and lunch boxes return to kitchen counters, Dr. Praeger’s, Bakeful and Wave Kids are coming together to launch “Better Together,” a back-to-school initiative designed to make healthy choices easier for busy families across the United States.
The three complementary brands are partnering to inspire parents with simple, balanced meal, snack and beverage ideas that combine wholesome frozen food favorites, better-for-you baked treats and healthier hydration. Throughout the back-to-school season, the collaboration will come to life through creator partnerships, social media content, community events, and family-focused sampling opportunities.
At the heart of the Better Together campaign is the belief that healthy eating doesn’t have to be complicated. Elmwood Park, New Jersey-headquartered Dr. Praeger’s brings veggie-forward favorites like its new Mac & Cheese Stars, popular Pizza Stars and Littles line, while Wave Kids delivers a better-for-you kids beverage brand, and Bakeful rounds out lunch boxes and snack time with a range of baked treats including Donutful, Muffinful and Target-exclusive Brownieful Mini Brownies.
Together, the brands will share lunchbox inspiration, after-school snack ideas, quick weeknight meal solutions and healthy family routines through digital storytelling, influencers and real-life community activations throughout the fall.
“We believe every lunch box is an opportunity to build healthier habits. We’re excited to partner with Dr. Praeger’s and Bakeful to make wholesome, kid-approved choices easier for families. Together, we’re proving that better-for-you can also be the most fun,” said Shelly Garg, founder of Scottsdale, Arizona-based Wave Kids.
“Families aren’t shopping for just one product, they’re building meals, snacks and routines,” said Kateryna Villanueva, brand manager at Dr. Praeger’s. “Better Together shows how brands with shared values can come together to make healthier choices simple, delicious and convenient.”
“Bakeful has always believed that indulgence and better-for-you can go hand in hand,” said Tony Davis, founder and chief executive officer of the Los Angeles, California-headquartered company. “We’re thrilled to join Dr. Praeger’s and Wave Kids to help families head into back to school with delicious options they’ll reach for all school year long.”
