Sesame Street characters are going organic under a new deal with Earth's Best to put some of the show's favorite characters on organic frozen food and baby food products.

Sesame Workshop, the non-profit educational arm behind Sesame Street, has inked a deal with Earth's Best to expand its line of organic baby and toddler foods offerings. The new line includes Earth's Best Sesame Street Organic Alphabet Pasta and Earth's Best Sesame Street Very Vanilla Organic Letter of the Day Cookies.

The pasta product, which is branded with Sesame Street's Grover character, will be available in a 10-ounce box and sell for $1.40. The organic cookies will be available in 1-ounce bags, which sell for 79 cents and 5.3-ounce box. Both products will hit natural food stores and the natural snacks sections of grocery stores in January. The Hain Celestial Group manufactures the products.

In addition, Earth's Best is rolling out four new Sesame Street-branded frozen foods for children. The new lineup includes all-natural while grain mini cheese pizza, organic whole grain mini-waffles, organic whole grain mini blueberry waffles and all natural mini cheese ravioli. The frozen food collection will be available in January in natural food stores and supermarkets nationwide and range for $2.88 to $4.99 each.

Consumers who visit Earth's Best Web site can download an online coupon for $1 off two Earth's Best Sesame Street products. The Earth's Best Sesame Street products line supports Sesame Workshop's Healthy Habits for Life initiative, a multi-year campaign meant to get kids and families to develop early habits of healthy eating.

More brands are signing with Sesame Workshop to help sell products. This summer, Del Monte signed a deal with Sesame Workshop to promote a new line of canned vegetables featuring Grover, Elmo and Cookie Monster. The deal calls to put the Sesame Street characters on cans of green beans, peas and corn (PROMO Xtra, June 22, 2006).

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