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."
Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...
Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...
Greenpeace's long-running campaign against UK tuna brand John West, owned by seafood giant Thai Union, is now directing its fire against Sainsbury's....
- Unilever 2016 investor day - the top takeaways
- The key questions for digital strategists in 2017
- Wessanen's move for Spain's Biogran - analysis
- Burger King, Jollibee: foodservice focus, Nov 2016
- Have food promotions reached tipping point?
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Japan's Nagatanien buys Chaucer Food Group
- Tyson sets up US$150m investment fund