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Variety reports this morning that Warner Bros. has signed a deal with Safeway to promote the retailer’s Eating Right Kids line of healthy foods and beverages, making it easier to identify healthy options; the line will hit store shelves this summer.

According to the story, “As part of a licensing deal with Warner's consumer products unit, Safeway's Eating Right Kids packaging will exclusively feature such characters as Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Roadrunner, Marvin the Martian and Daffy Duck … Overall product line covers more than 100 items across 30 categories including breakfast foods, portable meals, dairy, snacks and beverages. Products are formulated based on the most recent dietary recommendations from several federal and state agencies, including the Dept. of Health and Human Services, the Dept. of Agriculture, Alliance for a Healthier Generation, as well as California's school nutrition guidelines.”

Variety also notes that “as part of the deal, Warner Bros. said it will no longer feature its Looney Tunes characters on unhealthy food packaging, other than certain ice cream products or birthday cakes.”

KC's View:
Appropriate that Bugs Bunny get involved in this project, since he famously once said, “Carrots are divine... You get a dozen for a dime, it's maaaa-gic!”

Magic indeed. Kudos to Safeway for a smart move.

That’s all folks…