My kids aren't that big on lunchmeat either - on bread. But when I give them rolled up slices of turkey or chicken to eat with crackers, they love it. We make our own lunchables this way, and it is very budget-minded. A box of Ritz, a box of saltines, and a few packages of lunchmeat will feed all 7 of us at least twice. I pair it with a package of string cheese and a package of applesauce or sliced peaches, and my kids are set! Besides, when they're tired and hot, they don't want a huge meal anyways. For my husband and I, I will add in a hamburger bun or a couple slices of bread and some condiment packs to make a sandwich. We bring a lot of frozen bottles of ice water to chill the food, along with some fresh water. (If the water isn't thawed by the time we want to drink it, we pour some thawed water over it.) I also bring insulated sippy cups full of ice for the youngest ones. The ice melts throughout the morning, and is perfect for lunch.
Two of my kids don't like PB, so they eat cinnamon sandwiches (butter with a little cinnamon sugar sprinkled on) or nutella. We also like tortillas and bagels. I get flavored bagels for the kids, which they eat plain. I eat plain or everything bagels with lunchmeat on them, or spread cream cheese on them. Those new Bagel Thins are nice, too, because they aren't so filling.