Safeway launches 'Looney' kids line

PLEASANTON, Calif. Safeway is partnering with Warner Bros. Consumer Products to launch a new line of Eating Right Kids featuring the Warner Bros. Looney Tunes characters.

The Eating Right Kids line is an extension of Safeway's Eating Right adult line and will feature more than 100 food and beverage items. The line will launch later this year with select products arriving on store shelves this summer. The line will initially be carried at over 1,700 Safeway locations throughout the United States and Canada. In early 2009, Eating Right Kids will also be available nationally via the Better Living Brands Alliance.

According to the companies, Eating Right Kids is the first broad product line to feature entertainment characters and be dedicated solely to a healthier eating philosophy.

“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,” said Mike Minasi, Safeway president of marketing. “Integrating such well-recognized characters into our brand architecture will make the line more attractive to our target audience and augment the line’s success.”