Blog: Hannah AbdullaPinnacle'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."

Sectors: Health & wellness

Companies: Pinnacle Foods

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