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Safeway and Warner Bros. create healthy food line

Safeway Inc. and Warner Bros. Consumer Products have inked a deal to create a 'better-for-you' line of food products for children.
June 5, 2008

Safeway Inc. and Warner Bros. Consumer Products have inked a deal to create a ‘better-for-you’ line of food products for children.

Through a licensing agreement with Safeway, Warner Bros’ Looney Tunes characters will be featured on the new Eating Right Kids line of food and beverages, to be sold at 1,700 Safeway locales across the US and Canada. A few items will roll out this summer, with a larger line to follow later this year.

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

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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