Beech-Nut launches co-branding efforts

by Keith Nunes
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AMSTERDAM, N.Y. — Beech-Nut, a division owned and operated by the Hero Group in Switzerland, is partnering with General Mills Inc.’s Green Giant brand to introduce a new line of purees, and with the Disney Consumer Products division to introduce a line of toddler foods featuring the Winnie the Pooh characters.

“Beech-Nut and Green Giant share a century-long history of American food tradition,” said Evan Eckman, chief marketing officer for Hero North America. “Most babies are ready to start solid foods at about four months and studies show healthy eating habits start in early childhood. We’re proud to have selected varieties of Beech-Nut purees to feature the Green Giant brand.”

Andy Dahlen, Green Giant business unit director for General Mills, Minneapolis, said, “Green Giant has been an American favorite vegetable brand for more than 90 years. Moms trust Green Giant vegetables for their family. We’re proud to announce our licensing partnership with Beech-Nut, a company that shares our values and heritage.”

The Beech-Nut toddler food line is fortified with vitamins and minerals and contains nutrients, fiber, whole grains, fruit, yogurt, vegetables and protein. The line features meals, sides, snacks and juices, including: Steamie, which are complete meals; Goodies, which are made with Chiquita bananas and whole grains; and Juicies, which are 100% juice beverages.

“In 2006, Disney made a commitment to meet high nutrition standards by offering a healthier portfolio of foods,” said Embola Ndi, vice-president of food, health and beauty for Disney Consumer Products. “The Beech-Nut toddler line is one more example of our commitment to these goals of offering ‘better for you’ foods that kids will love and parents will feel good about.”

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