SpongeBob, Dora Hit Supermarkets

Nickelodeon is bringing SpongeBob SquarePants and other brand pals to supermarkets near you under a new licensing deal with Grimmway Farms, Inc. to feature Nickelodeon characters on fruits and vegetable packages.

SpongeBob SquarePants adds star power to vegetables to encourage healthy eating

The deal is part of Nickelodeon's latest effort to encourage healthier diet and lifestyle choices for children.

This fall, Grimmway Farms will roll out 1.6 ounce single servings to five-pound bags of baby cut and peeled carrots in packages featuring SpongeBob SquarePants, Dora the Explorer and Sportacus and Stephanie from the Nick Jr. series LazyTown. As part of the agreement, Boskovich Farms will feature SpongeBob SquarePants on bags of spinach. Five million bags of carrots featuring Nickelodeon characters will appear in supermarkets nationwide, including Safeway and Albertson's this fall.

"Nickelodeon recognizes the importance of health and wellness for kids and is proud of the efforts the network is making to encourage kids to eat right and make healthy food choices," said Sherice Torres, VP-Nickelodeon & Viacom Consumer Products in a statement. "We're thrilled to be able to add to the fun of eating fruits and vegetables."

LGS Specialty Sales, distributors of oranges, tangerines and clementines, will include characters from SpongeBob, Dora, Blue's Clues and The Backyardigans on bags of fruit.

Other deals also include featuring Nickelodeon characters on cartons of lowfat milk.

"Getting children to eat healthier has always been a struggle for parents," said Don Hobson, VP-sales and marketing, Boskovich Farms in a statement. "SpongeBob SquarePants is one of the most recognizable and adored characters in touch with youth culture today. Partnering him with one of the healthiest vegetables in the supermarket will definitely appeal to both kids and their parents."

Nickelodeon is using its characters to entice children to try healthy foods and encourage balanced lifestyles. This month, Nickelodeon will unveil a series of PSAs focusing on the importance of eating a balanced breakfast. According to research study Kids, Food and Eating Behaviors, 50% of kids in the U.S. eat breakfast everyday; 39% of kids eat three meals per day, according to the study.

On-air, the network has committed $20 million and 10% of its air to health and wellness messaging. Nickelodeon also publicizes its healthy messaging in its print magazines, Nickelodeon and Nick Jr. Family and online at Nick.com and Nickjr.com.

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