Nick characters gain 'healthy food partners'
Nickelodeon & Viacom Consumer Products announced Tuesday that it is adding General Mills' Green Giant brand and Pandol Bros., Inc. to its roster of "healthy foods partners." It said the new promotional tie-ins will bring Nickelodeon characters SpongeBob SquarePants, Dora the Explorer and Diego to frozen and canned vegetables and fresh grapes in major grocery outlets nationwide starting this summer. "Adding Green Giant and Pandol Bros., Inc. to our healthy foods partnerships is a huge milestone for Nickelodeon," said Leigh Anne Brodsky, president, Nickelodeon & Viacom Consumer Products. "We're thrilled to unite the Nickelodeon brand with the power of Green Giant, bringing together three iconic characters for the first time -- SpongeBob SquarePants, the Green Giant and Sprout." Nickelodeon has committed more than $30 million and 10% of its non-programmed airtime to health and wellness messaging.