Image via WikipediaSafeway Inc. (NYSE:SWY) and Warner Bros. Consumer Products announced a partnership today that will create a better-for-you line of food products for children, uniting flavor and nutrition. Through a licensing agreement with Safeway®, the Warner Bros. animated Looney Tunes characters will be featured on the new Eating Right Kids™ line of food and beverages, to be sold at Safeway.
Eating Right Kids, an extension of the successful Eating Right™ adult line, will launch later this year with select products arriving on store shelves this summer. The line will initially be carried at over 1,700 Safeway locations throughout the United States and Canada. In early 2009, Eating Right Kids will also be available nationally via the Better Living Brands™ Alliance. Each product in the multi-category, competitively priced line will feature such world-renowned Looney Tunes characters as Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Roadrunner, Marvin the Martian and Daffy Duck.
Eating Right Kids is the first broad product line to feature entertainment characters and be dedicated solely to a healthier eating philosophy. Parents will now have an ally helping them show their kids that better-for-you foods can taste good and be fun at the same time.
“The Warner Bros. Consumer Products partnership will allow us to extend the Eating Right brand to a line of products that will appeal to children, and at the same time give parents the comfort that these products are healthier choices,” said Mike Minasi, Safeway President, Marketing. “Integrating such well-recognized characters into our brand architecture will make the line more attractive to our target audience and augment the line’s success.”
“This partnership with Safeway allows us to utilize the Looney Tunes characters’ enduring popularity with kids and teens to promote a lifestyle choice that’s healthier for them,” said Barry Meyer, Chairman & CEO, Warner Bros. “Using our iconic characters as ambassadors of health and fitness, the Eating Right Kids program helps simplify good nutrition for parents and their children.”
The broad product line will feature more than 100 items across 30 categories including breakfast foods, portable meals, dairy, snacks, and beverages. Products are formulated based on the most recent dietary recommendations and regulations from several federal and state agencies, including Department of Health and Human Services (DHHS), the Department of Agriculture (USDA), the Alliance for a Healthier Generation, and the California School Nutritional Guidelines SB12.
The product packaging will retain the Eating Right design architecture while taking full advantage of the personalities associated with the beloved Looney Tunes characters. The Looney Tunes characters will serve as ‘Mother’s Helper,’ making it easy for moms to spot better-for-you food and beverage items for their kids that taste great. The characters will also be integrated into the Eating Right “Spot Your Needs™” easy-reference system, which helps customers quickly identify the nutritional benefits of each product.
Through Team Mom, I was sent a sampling of the new Looney Tunes line of food. My daughter loved the apple juice and pasta rings with meatballs. She wants to know when I can buy more :)
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