Kraft looks to take a bite from lunchtime frozen entree sales.

Talk about a fruitful new product development program. Kraft Foods is literally adding a fruit component to the company's popular Oscar Mayer Lunchables line.

Now describing itself as a "global powerhouse in snacks, confectionery and quick meals," Kraft Foods Inc., Northfield, Ill., used the 2010 Food Marketing Institute show in Las Vegas to debut more than 30 new products, including several refrigerated offerings.

Kraft Foods Inc., Northfield, Ill., has a new  Lunchables contest of planetary proportions. In doing so, the brand also is rolling out four more Lunchables sub sandwiches.

With kids headed back to school, Kraft Foods' Oscar Mayer brand is back with six new refrigerated Lunchables featuring more wholesome components and ingredients.