Welcome!

News Feed Item

Birds Eye® Vegetables Teams Up with Disney to Promote Healthy Eating Directly to Kids

Birds Eye launches "Step Up To The Plate" movement to combat the nutrition gap in America.

PARSIPPANY, N.J., March 11, 2014 /PRNewswire/ -- Birds Eye® frozen vegetables, owned by Pinnacle Foods Inc. (NYSE: PF), today announced they will team up with Disney (NYSE: DIS) 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.

Step Up To The Plate Official Program Logo

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.

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 a Top 1000 Company ranked on Fortune Magazine's 2013 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® shelf-stable pickles, Mrs. Butterworth's® and Log Cabin® table syrups, Wish-Bone® and Western® salad dressings, 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.

Logo - http://photos.prnewswire.com/prnh/20140311/NE81226LOGO

SOURCE Birds Eye

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Qosmos has announced new milestones in the detection of encrypted traffic and in protocol signature coverage. Qosmos latest software can accurately classify traffic encrypted with SSL/TLS (e.g., Google, Facebook, WhatsApp), P2P traffic (e.g., BitTorrent, MuTorrent, Vuze), and Skype, while preserving the privacy of communication content. These new classification techniques mean that traffic optimization, policy enforcement, and user experience are largely unaffected by encryption. In respect wit...
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, wil...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Enterprises have forever faced challenges surrounding the sharing of their intellectual property. Emerging cloud adoption has made it more compelling for enterprises to digitize their content, making them available over a wide variety of devices across the Internet. In his session at 19th Cloud Expo, Santosh Ahuja, Director of Architecture at Impiger Technologies, will introduce various mechanisms provided by cloud service providers today to manage and share digital content in a secure manner....
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
StarNet Communications Corp has announced the addition of three Secure Remote Desktop modules to its flagship X-Win32 PC X server. The new modules enable X-Win32 to safely tunnel the remote desktops from Linux and Unix servers to the user’s PC over encrypted SSH. Traditionally, users of PC X servers deploy the XDMCP protocol to display remote desktop environments such as the Gnome and KDE desktops on Linux servers and the CDE environment on Solaris Unix machines. XDMCP is used primarily on comp...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...