Launch of spoof beauty range for sandwiches, as picture-perfect parenting pressures on the rise

As the back-to-school routine settles in, new research conducted highlights the extent of ‘lunchbox guilt’ amongst parents.

The brand new research* that we have conducted highlights the extent of ‘lunchbox guilt’ amongst parents, with 60% saying they feel pressure to make a perfect looking lunchbox.

For 7 in 10, this pressure has increased in the last 12-months, with parents agreeing that social media (68%) and influencer content (34%) are the main drivers. As 77% of parents agree there’s been an increase in the amount of content online & across social media showing picture-perfect parenting, including elaborate food preparation for children, it’s no surprise that almost half (45%) agree that they feel guilty that the lunches they make for their children don’t look good enough. And with #tradwife boasting more than 65 million posts on TikTok, showing an often-unattainable standard of domestic perfection, it’s perhaps no surprise that UK parents are feeling the pressure to conform to these heights.

A staggering 67% of parents agree there’s unspoken societal rules for how children’s lunchboxes should look, and this often-invisible pressure is putting both emotional and financial strain on parents. 38% admit that it is negatively impacting their self-esteem, while over 1 in 5 have spent more than £15 on products to make lunches for their children look better.

Calling out the idealised, picture-perfect parenting being pedalled on social media, we have ‘launched’ a beauty range. Suitable for all bread types, the aesthetic range of products promises to plump, brighten and smooth sandwiches across the country this September.

The ‘collection’ features items such as ‘Volumising Feta Whip’ that ‘provides gravity-defying lift, and sculpts sandwiches with a fuller, more defined silhouette to maintain its structural integrity’, ‘Crème de la Correct Concealer’ which is a ‘full-coverage, weightless cream cheese concealer with a high-pigment formula to neutralise any burnt spots on toast’, and ‘Pickle Perfect Patches’ to ‘instantly brighten and awaken dull flavour profiles’. While not for sale, the spoof collection aims to highlight just how far social media has gone when it comes to preparing food for children, ultimately reminding parents that nutrition and enjoyment are key.

Jonathan Warburton, Chairman of Warburtons, added, ” We understand the pressures parents are facing today, but we want to champion a more realistic and reassuring approach to lunchtimes. Forget the unrealistic expectations of ‘rose petals and gift-wrapped sandwiches’ – we know busy parents simply don’t have the time. Nourishing your family should be a joy, not a burden and we want to empower parents to trust that a wholesome sandwich on our bread is perfectly sufficient, and that simple, nutritious choices are always the best.”

As children head back to school for another term, we have teamed up with TV presenter and mum of 3, Helen Skelton, to release two of her go-to packed lunch recipes, demonstrating that delicious and balanced meals don’t require elaborate preparation or presentation worthy of a beauty contest.

“When you’re parenting it can feel like there’s a constant expectation to get it all ‘right’,” says Helen. “It’s so easy to feel overwhelmed by the seemingly endless parade of meticulously crafted bento boxes, themed snacks, and home-baked delights, but for me, the most important thing is that the kids actually eat and enjoy what is packed for them. A simple, tasty sandwich, made with a bit of love, is all they need. I want to remind parents that we need to cut ourselves some slack and remember that a happy, well-fed child is far more important than a ‘gram-worthy’ lunchbox!”

View our full range of bread, bagels, pittas and more on our product page.

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