My son is the opposite - he only like sandwiches. Not into any of the other cool stuff I have tried to send.
I have been using Flat Out bread
http://www.flatoutbread.com to make all different kinds of wraps and rolled up sandwiches. They have 8 grams of fiber and are super soft, so my crust hating boys love them.
I also bought the way too expensive laptop lunch box. It is the perfect size and keeps me from buying the indivdual serving items. It is fun to pack too
