Del Monte Foods and Sesame Workshop are boiling up a range of branded vegetable products aimed at children.
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Sesame Street characters will appear on Del Monte vegetables, including Elmo with Green Beans, Grover with Sweet Peas and Cookie Monster with Corn, starting in September.
The vegetables will be available in four-packs of each variety in grocery stores and eight and twelve-packs in select club retailers in the US.
Del Monte Brands managing director Apu Mody said: “If anyone can encourage children to eat their fruits and vegetables … it’s Elmo, along with his friends Cookie Monster and Grover.
“At Del Monte, we are passionate about nourishing families and enriching lives every day by offering a variety of healthful, convenient and great tasting products. We proudly support Sesame Workshop’s Healthy Habits for Life initiative, a content-based program to help young children and their families lead healthier lives through improved nutrition, physical activity, and hygiene.”
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By GlobalDataSesame Workshop is US-based nonprofit educational organisation based on the popular children’s show Sesame Street.
A study conducted by the organation in 2003 indicated that preschoolers’ intake of a particular food, in this case broccoli, increased by 28% if the product was branded with a Sesame Street character.
“We are thrilled to team up with Del Monte Foods, a company with a long history of providing quality foods to families in the US, to offer vegetables featuring the Sesame Street characters,” said Maura Regan, Vice President and General Manager of Global Licensing, Sesame Workshop. “Our Healthy Habits for Life initiative harnesses the power of Sesame Street to make health and well-being crucial to the development of young children in much the same way it has done with learning to read and write.”
