Birds Eye Vegetables Teams Up with Disney to Promote Healthy Eating

Birds Eye frozen vegetables, today announced they will team up with Disney to work to increase the number of kids consuming the recommended amount of vegetables per day by directly engaging and educating them on the importance of vegetables in a well-balanced diet. Following the kick-off of Birds Eye’s Step Up To The Plate program, Birds Eye and Disney will introduce a multi-platform sponsorship that promotes the great taste of vegetables and the benefits they provide. It is anticipated that the initiative will also include a Disney Consumer Products component that will showcase characters on Birds Eye packaging.

The collaboration between Disney and Birds Eye will be brought to life this summer through Disney’s top-ranked kid and tween targeted media platforms, helping to give veggies an image makeover in the eyes of children. The Birds Eye Step Up To The Plate program aligns with Disney’s Magic of Healthy Living initiative and integrates Birds Eye into program sponsorships and “Disney’s Magic of Healthy Living TRYathlon Road Tour” scheduled for August and September 2014. It will also engage Disney Channel and Disney XD stars for a cross-platform sweepstakes. Together, Birds Eye and Disney will show kids that veggies can be both fun and delicious by encouraging them to explore new healthy foods.

“Moms know veggies are healthy and that her family needs to eat more of them,” said Mark Schiller, EVP & President, Birds Eye Frozen Division at Pinnacle Foods Inc. “Our job is to help make it easy for her to do just that. Having Disney Step Up To The Plate with us furthers our ability to inspire children to like veggies for life.”

Rita Ferro, Executive Vice President, Disney Media Sales and Marketing, said, “Disney has a time-honored commitment to entertaining kids and families, and that commitment extends to supporting parents in raising healthy, happy kids. This new initiative with Birds Eye proves that doing the right thing for kids is also a smart strategy for our business.”

Disney, the first major media company to set standards for food advertising and marketing to kids, has a long-term commitment to helping to create healthier generations. Disney-branded television channels reach more than 100 million households in the U.S. and millions more through Disney online family destinations.

Today, only 10 percent of U.S. children are eating the proper amount of vegetables, as detailed in the USDA’s MyPlate guidelines. Birds Eye’s mission is to help kids eat more vegetables, and the brand is uniquely positioned to do so as the leader in the frozen vegetable category. Through Step Up To The Plate, Birds Eye is dedicated to achieving the long-term goal of increasing the number of children in America who meet the proper nutrition guidelines.

While recent reports show that the obesity rate in 2-5 year olds is declining, the number of elementary-age children who are overweight or obese remains unchanged at a staggering 17 percent. Step Up To The Plate is a long-term investment platform for Birds Eye dedicated to closing the nutrition gap in America by motivating kids to eat more veggies.

“Selling veggies is both our passion and our business,” Schiller elaborated. “We want to make an impact on the health of our future generation. As pioneers in this industry, we feel it’s our responsibility to do so.”

Families are encouraged to join the movement by following Birds Eye on Twitter @BirdsEye where they can stay tuned in for news about the Disney stars who will be participating, exciting prizes and more. Parents can use #ILikeVeggies to share their ideas for getting kids to enjoy veggies.

Let our friends at Destinations to Travel help you book your next Disney Vacation. They are the preferred Travel Agency of Chip and Company and Disney Addicts, and who we use ourselves.

Get started below for your FREE No Obligation Quote.

Book With our friends at Destinations to Travel

Who is your Travel Agent?(Required)

Let us pick for youEric HilesStacy ReedAbbey JohnsonAlisa SullivanAlli WillisAmanda FolsomAmanda VannAmber BrillhartAmber FisherAmy SieburnAndrea SmithAngela AndersonAngie BaycuraAnna PetrilliAnnabelle DuboseApril StefanskiAshley RamseyBeth ParsonsBetsy SantoroBrandie McQueenBrian BuckleyBridget HatchBryan SchwartzCandice SneedCarrie ButlerCarson DockumCasey BoltCharleen HortonChelsea RoyChelsea WuebkerChris BoyerChristie GrubeChristina FratturaChristina SmithCourtney WhiteCraig YoderDan MercedDanielle NorcrossDarby MouritsenDavid ForrestDeborah AlvaradoEmilee BiegelEmily MorrisFaith HakesGail HatchGreg MatzkerHelen HummerHolly CurryJackie CavistonJaclyn PepitoneJamie SwansonJeanine JordanJeff CallahanJenni MaierJennifer BrownJennifer StephensonJennifer StoessnerJessica HatfieldJessica HuffJessica WunderJoe GuertinJon CarpentierJoseph SliwaJulie McCombJustin BrownKat AttridgeKathryn EberhartKathy AndersonKatie HarrellKatie PrevotKayla CookKelsey SullensKim HelmsKimberly HutchinsonKristi GallagherKyle RamsdenLauren DewlenLeanne MonterLinda DurhamLindsay AckermannLindsey VromanLissette BritoLori HardyMallory MorrisonMandi QuinnMaranda PerkinsMarisa AlvaradoMegan TeismannMeghan BlairMelissa ReedMichele KlineMike BeyerMissy McCormickMisty DickersonNancy CasteelNicole ThorntonPatrick O'ConnorPaul SulPeyton Ward-KubikRaylene CooganRegan OstranderRobbie BulusRobert ThomasSara SolbergSarah McCandlishShanna BrowningShelley BennettShelly MetzStacy CristStacy KrzyminskiStacy SmithStephanie DraganoStephanie FerencStephanie WalshSusannah McCordTara SlusserTerri MillerTiffany DobraskiTiffany DrenkhahnTina FarmerTonya LesiukTracy DaneTroy DuncanVeronica RenteriaVicki FesslerWendy CarllWendy HauserWendy KellehanWendy Shelley

Name(Required)

First Last

Email(Required)

Phone(Required)

Destination(Required)

Walt Disney WorldDisneyland ResortDisney Cruise LineAulani, A Disney Resort and SpaAulani, A Disney Resort and SpaUniversal FloridaUniversal HollywoodRoyal Caribbean, Carnival, Norwegian or other Cruise LineI don't know yet

# of Adults(Required)

# of Children(Required)

Check-in-Date(Required)

MM slash DD slash YYYY

Check-out-Date(Required)

MM slash DD slash YYYY

Comments, Questions or Special Requests

Comments

This field is for validation purposes and should be left unchanged.

Δ

For the BEST in Disney, Universal, Dollywood, and SeaWorld Theme Park News, Entertainment, Merchandise & More follow us on, Facebook, Instagram, and Youtube. Don't forget to check out the Chip and Company Radio Network too!