Safeway and Warner Bros. Consumer Products Team to Deliver New Food Line for Children

Food & Beverage Close-Up, June 8, 2009

FOOD AND BEVERAGE CLOSE-UP-8 June 2009-Safeway and Warner Bros. Consumer Products Team to Deliver New Food Line for Children(C)2008 - CloseUpMedia - newsdesk@closeupmedia.com

Safeway and Warner Bros. Consumer Products have announced a partnership to create a "better-for-you" line of food products for children.

Through a licensing agreement with Safeway, the Warner Bros. animated Looney Tunes characters will be featured on the new Eating Right Kids line of food and beverages, to be sold at Safeway.

Eating Right Kids, an extension of the Eating Right adult line, will launch later this year with select products arriving on store shelves this summer. The line will initially be carried at over 1,700 Safeway locations throughout the United States and Canada.

In early 2009, the groups noted, the Eating Right Kids will also be available nationally via the Better Living Brands Alliance. Each product in the multi-category, competitively priced line will feature such world-renowned Looney Tunes characters as Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Roadrunner, Marvin the Martian and Daffy Duck.

The Warner Bros. Consumer Products partnership will allow us to extend the Eating Right brand to a line of products that will appeal to children, and at the same time give parents the comfort that these products are healthier choices, said Mike Minasi, Safeway President, Marketing. Integrating such well-recognized characters into our brand architecture will make the line more attractive to our target audience and augment the line s success.

This partnership with Safeway allows us to utilize the Looney Tunes characters enduring popularity with kids and teens to promote a lifestyle choice that s healthier for them, said Barry Meyer, Chairman & CEO, Warner Bros. Using our iconic characters as ambassadors of health and fitness, the Eating Right Kids program helps simplify good nutrition for parents and their children.

The product line will feature more than 100 items across 30 categories including breakfast foods, portable meals, dairy, snacks, and beverages. The companies said that products are formulated based on the most recent dietary recommendations and regulations from several federal and state agencies, including Department of Health and Human Services, the Department of Agriculture, the Alliance for a Healthier Generation, and the California School Nutritional Guidelines SB12.

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