US retail giant Safeway has teamed up with entertainment titan Warner Bros. to launch a range of food for kids using Looney Tunes cartoon characters.
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The companies unveiled the products today (4 June) and said the use of characters including Bugs Bunny and Daffy Duck would help parents encourage children to eat healthier food.
The Eating Right Kids range – an extension of Safeway’s Eating Right adult line – will go on sale later this year at over 1,700 Safeway stores in the US and Canada.
“Integrating such well-recognised characters into our brand architecture will make the line more attractive to our target audience and augment the line’s success,” said Safeway marketing president Mike Minasi.
The product line includes breakfast foods, portable meals, dairy, snacks, and beverages.
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By GlobalDataWarner Bros. chairman and CEO Barry Meyer said the likes of Roadrunner and Marvin the Martian will act as “ambassadors of health and fitness”.
“This partnership with Safeway allows us to utilise the Looney Tunes characters’ enduring popularity with kids and teens to promote a lifestyle choice that’s healthier for them,” Meyer said.
