Birds Eye® Vegetables and Disney® Team Up to Launch Veggin’ In LA with Laura Marano Sweepstakes

- Sweepstakes aims to show kids how veggies can be fun and delicious -

- Currently, only 1 in 10 US children eat the recommended amount of vegetables -

 

PARSIPPANY, NJ (August 18, 2014) - Birds Eye® frozen vegetables and the Walt Disney Company® are teaming up to increase vegetable consumption among children in the United States.  The launch of this joint initiative, The Veggin’ In LA With Laura Marano Sweepstakes presented by Birds Eye, will show kids that veggies can be fun, cool, and delicious. The sweepstakes, running through September 24, features a grand prize trip to Los Angeles to “veg out” and enjoy a private dinner party with Laura Marano, one of the stars of Disney Channel’s popular comedy series, "Austin & Ally," and a Birds Eye chef.

Given that 9 out of 10 children don’t eat the recommended amount of fruits and vegetables, it is increasingly important to show kids and their parents that filling half of their plates with veggies is not just possible, but tasty too.

“We can’t wait to start the sweepstakes and get kids excited about vegetables one bite at a time,” explained Mike Barkley, Senior Vice President of Marketing for Birds Eye. “The collaboration between Birds Eye and Disney is a perfect fit, as we’re both fully committed to children’s wellness and improving the vegetable consumption in this country.”

The sweepstakes is part of Birds Eye’s “Step Up To The Plate” campaign, dedicated to encouraging kids to try new veggies, while helping parents explore different preparation methods and approaches to making veggies fun. The sweepstakes also supports the Disney “Magic of Healthy Living” initiative, which partners with parents and inspires kids to live a healthier lifestyle.

Consumers can go to Disney.com/veggies and input a UPC from any Birds Eye product to enter. Fans can also enter online without the UPC or by sending the keyword “VEGGIES” via text to 347639 (Disney).

*Statistics from USDA State of the Plate

 

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About Birds Eye

Birds Eye® unlocks the wonder of vegetables and makes them accessible and enjoyable to everyone, everyday. Using vegetables picked and frozen at their peak of freshness, Birds Eye® helps Americans make vegetables a meaningful part of everyday life. Providing a range of tasty and exciting solutions that make eating vegetables a memorable taste experience, Birds Eye® has something for everyone: with pure and simple vegetables under the Birds Eye®, C&W®, Freshlike® and McKenzie's® brand names; Birds Eye Steamfresh® vegetables and vegetable rich blends; and Birds Eye Voila!® complete frozen meals. For more information on Birds Eye® visit www.birdseye.com or www.facebook.com/BirdsEyeVegetables. Birds Eye® is a portfolio brand of Pinnacle Foods Inc.

 

About Pinnacle Foods
In more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is ranked on Fortune Magazine's 2014 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 4,400 employees. We are a leader in the shelf-stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 of the 13 major categories in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® and Vlasic Farmer’s Garden® shelf-stable pickles, Wish-Bone® and Western® salad dressings, Mrs. Butterworth's® and Log Cabin® table syrups, Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Duncan Hines® Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Freshlike® frozen vegetables, Birds Eye Voila!® complete bagged frozen meals, Van de Kamp's® and Mrs. Paul's® frozen prepared seafood, Hungry-Man® frozen dinners and entrées, Aunt Jemima® frozen breakfasts, Lender's® frozen and refrigerated bagels, and Celeste® frozen pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® kettle style potato chips, Erin's® popcorn, Snyder of Berlin® and Husman's® snacks in addition to our food service and private label businesses. Further information is available at http://www.pinnaclefoods.com.

 

Media Contact:

Chris Spina
strat-igence
(908) 249-2327
cspina@strat-igence.com