An August online survey commissioned by Kraft Heinz found that 75% of U.S. parents with kids ages 6 to 12 believed that their children would be more engaged with school if they were able to play more, and that 50% were worried that their kids wouldn’t enjoy the school year.

Those insights also informed Kraft Heinz’s larger “Taste Some Play Every School Day” initiative, which will promote Jell-O, Kraft Mac & Cheese, Lunchables and Capri Sun digitally and at 14,000 stores across the U.S.