Live from Licensing Show: Warner Bros. and Safeway Launch Food Line

Warner Bros. Consumer Products has teamed up in an exclusive partnership with Safeway to launch the Eating Right Kids line of food and beverages, which will feature Warner Bros. animated Looney Tunes characters on the packaging.

The products, which are rolling out now in stores, will fully launch this year. More than 1,700 Safeway locations in the U.S. will carry the line, which includes Toasted Os cereal, frozen meals, such as chicken enchiladas, and beverages.

Eating Rights Kids, which is an extension of the Eating Rights adult line, is the first product line to feature entertainment characters and will be dedicated to a healthier eating philosophy, Warner Bros. said. Packaging will feature characters including Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Road Runner, Marvin the Martian and Daffy Duck.

“The characters allow that food experience to be fun,” Barry Ziel, senior vice president, worldwide public relations and marketing, for Warner Bros. Consumer Products, said.

The deal calls for more than 100 items across 30 categories, including breakfast food, dairy, snacks and beverages and portable meals.

In-store signage will initially support the program.

In 2009, Eating Rights Kids will be available nationally via the Better Living Brands Alliance.

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