Have them carry their own backpacks with their travel goodies, and make sure that each one has a bottle of water in their pack. Drinking water during takeoff and landing helps immensely with ear pressure, and planes are very dehydrating, anyway.
Some kids won't use Earplanes, mine won't. If they don't like earplugs for swimming, they probably won't like Earplanes. I don't like them myself. Swallowing helps, but the best pain preventative is a decongestant about 30 minutes before boarding (NOT an antihistamine, which will not help at all.) Decongestants containing guiafenesin work best to prevent pain from ear/sinus pressure. Combined with water to swallow on takeoff and landing, ear pain should not be an issue. For a first flight, carrying a small pack of chewable Dramamine would not be a bad idea, either, but be aware that it tends to make kids drowsy.
I allow my son to have Lunchables on airplane trips; I normally don't buy them. They are good for kids on planes, as they are completely self-contained, and they can eat whenever they get hungry. I carry it on in a small insulated bag, and give it out when he gets hungry.