Blog: Pinnacle's Birds Eye and Disney team up on healthy eating
Hannah Abdulla | 12 March 2014
Pinnacle Foods' Birds Eye brand has teamed up with Disney in the US in a bid to slash obesity rates by getting kids to explore healthier foods.
The aim of the two companies is to work together to up the recommended veg intake in more childrens' diets by educating them on the importance of veggies.
And what more fun way to that than with Disney? The deal sees the launch of a multi-platform sponsorship which promotes the taste of vegetables and their benefits. It will include showcasing characters on Birds Eye Vegetables packaging.
The collaboration will be advertised on "top-ranked kid and tween" media platforms starting this summer in an attempt to "give veggies an image makeover in the eyes of children," said a statement issued by Birds Eye.
Mark Schiller, president for the Birds Eye frozen division at Pinnacle, said the opportunity "furthers our ability to inspire children to like veggies for life".
The firm recently launched the Step Up to the Plate movement to close the nutrition gap in the US by encouraging kids to eat more veggies. Recent reports suggest obesity in US elementary-age children to currently be at 17%.
Disney has backed this effort, adding that the new Birds Eye initiative aligns with its own Magic of Healthy Living initiative. A spokesperson for Disney said it was committed to helping parents raise "healthy, happy kids".
"This new initiative with Birds Eye proves that doing the right thing for kids is also a smart strategy for our business," she added.
"Selling veggies is both our passion and our business," Schiller elaborated. "We want to make an impact on the health of our future generation. As pioneers in this industry, we feel it's our responsibility to do so."
The UK's Serious Fraud Office has launched an investigation into the GBP263m (US$424.6m) black hole in Tesco's accounts, the retailer confirmed today (29 October)....
A mobile app that claims to be the "most comprehensive food-rating database available" to US consumers has raised the hackles of the country's food manufacturers....
Protein supplements, once the preserve of beefy body builders, are moving into the mainstream. A positioning that links protein consumption to healthy lifestyle choices is broadening the appeal of the...
Just weeks after announcing a purchasing tie-up in France with local rival Systeme U, Auchan has outlined an international agreement with Germany's Metro Group....
Tesco has reported a massive 92% drop in first half profits as the accounting fiasco continues to widen....
- Why data is key to shopper satisfaction
- Interview: Premier sets sights overseas
- On the money: Spreads, ice cream top Unilever woes
- Sustainability Watch: Roberto Ciati, Barilla
- Short-termism decides Chiquita's future
- Hovis CEO Spooner leaves bread maker
- Glanbia chairman to step down
- General Mills to launch "Ancient Grains" Cheerios
- Kellogg earnings beat forecast but sales pressured
- Hershey lowers FY sales, earnings forecasts
- The Future of Retailing in the UK to 2017
- Supermarkets in China
- Pubs & Bars in the UK - Industry Market Research Report
- Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Chinese Confectionery Food Market
- Kerry Group plc - SWOT, Strategy and Corporate Finance Report