PLEASANTON, Calif. — Fruit punch-flavored fitness water featuring Tweety is one of the first items to launch in Safeway’s new Eating Right Kids line, according to Warner Bros. Consumer Products. Rolling out now, the 12-ounce water is one of some 100 Eating Right Kids products that will hit Safeway shelves throughout the remainder of this year and into 2009. Also rolling out now is a 12-ounce vitamin water featuring Road Runner, as well as several 10-ounce juices, including apple, featuring Taz; fruit punch, Tweety; and orange-tangerine, Bugs Bunny. Future selections will span more than 30 categories, including breakfast foods, portable meals, dairy, snacks and beverages. Under the licensing agreement, Warner Bros.’ popular animated Looney Tunes characters will be featured on product packaging. The line will initially be carried at over 1,700 Safeway locations throughout the U.S. and Canada. In early 2009, Eating Right Kids will also be available nationally via Safeway’s Better Living Brands Alliance. “The Warner Bros. Consumer Products partnership will allow us to extend the Eating Right brand to a line of products that will appeal to children, and at the same time give parents the comfort that these products are healthier choices,” Safeway marketing president Mike Minasi said in a statement. Warner Bros. plans to heavily support the line. “There will be a broad marketing plan,” Warner Bros. Consumer Products spokesman Barry Ziehl told SN.
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