Welch’s Uses AI to Freshen Up Lunchbox Notes

Welch’s Fruit Snacks is giving parents a digital upgrade for one of the oldest lunchbox traditions—the handwritten note. With help from AI, the brand’s new “Lunchbox Notes Translator” turns simple parent messages into witty, warm, or playfully rephrased sentiments. Available for a limited time, writable Welch’s pouches now include QR codes that link to this tool. Parents type a message like “Good luck at soccer,” and the AI returns something more fun—say, “Kick it like a champ and have an awesome game.” Even the tougher messages get a makeover: “Stop biting your brother” morphs into “Teeth are for fruit snacks, not brothers.”

Jason Levine, CMO of Welch’s parent company PIM Brands, frames the initiative as more than a gimmick—it’s a values play. By reinforcing emotional connections between parents and kids (with a touch of levity), the AI note writer aligns with Welch’s whole-fruit identity and its goal of making everyday moments a bit more meaningful. While back-to-school might’ve seemed like the obvious launch window, the brand timed the release for spring, when Levine says parental note fatigue is peaking. “How often can you write ‘I love you’ before it starts feeling stale?” he quips.

The broader context is rising consumer openness to generative AI. According to Salesforce, 45% of consumers already use AI for everyday tasks, jumping to 70% for Gen Z. The tool is deliberately frictionless: just scan, type, and upgrade your message. Supported by a social and influencer push via partners like Corner Market Communications and Critical Mass, the campaign’s charm lies in its simplicity and relatability. As Levine puts it, “Our job is to make relationships a little more fruitful.” Mission (fruitfully) accomplished.