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Nickelodeon & Summeripe Worldwide ink deal for character based grocery packaging in US

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MUMBAI: Nickelodeon and Summeripe Worldwide, Inc. have completed a new multi-year licensing agreement to bring Nickelodeon's popular characters, SpongeBob SquarePants and Dora The Explorer, to grocers in the US, on kid-friendly packages of peaches, plums and nectarines.

The new Nickelodeon/Summeripe Worldwide agreements expands on the success of the licensing initiative launched by Nickelodeon in 2005 to encourage healthier diet and lifestyle choices for kids. Starting in the spring of 2007, Summeripe Worldwide will produce both loose and packaged offerings of yellow and white flesh peaches, nectarines, plums and pluots.

Using its characters to entice kids to try healthy food alternatives is just one of the ways Nickelodeon has been working to encourage healthy, balanced lifestyles for kids. The network has committed $30 million in resources and 10 per cent of its air to health and wellness messaging through programming and PSA campaigns, states an official release.

"Adding SpongeBob and Dora peaches, plums and nectarines to our successful assortment of Nickelodeon branded fruits and vegetables will make the produce aisle even more kid-friendly," said Nickelodeon and Viacom Consumer Products vice president Sherice Torres. "Nickelodeon is committed to encouraging kids to eat right and make healthy food choices."

Pat Steider, President of Summeripe Worldwide Inc. stated, "This partnership with Nickelodeon is a great step-forward for Summeripe. We as a company want to be an industry leader in creating exciting opportunities for parents and children to have healthy and delicious kid-sized fresh fruit products. Nickelodeon's importance in the minds and lives of children will accelerate our efforts of getting great tasting and nutritional fruit into children's daily diet."

Nickelodeon is in its fourth year of its pro-social initiative, "Let's Just Play." In 2005, "Let's Just Play" entered into a partnership with The Alliance for a Healthier Generation to combat the spread of childhood obesity. The three organisations combined forces on a comprehensive media and public awareness campaign, encouraging young people to engage in healthy and active lifestyles.

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