Nick Shares Characters with Health-Food Partners


Nickelodeon and Viacom Consumer Products partnered with General Mills’ Green Giant brand and Pandol Bros. to put leading Nickelodeon characters on frozen and canned goods.

Starting in late summer, SpongeBob SquarePants will join the Jolly Green Giant on 19-ounce bags of frozen green beans; and Dora and Diego, from Dora the Explorer and Go Diego Go!, respectively, will land on bags of broccoli and corn. Packaging will include stickers of the characters.

In the fall, Green Giant will distribute canned corn and green beans that feature the characters on-pack.

Green Giant recently showcased the new Nickelodeon labels at the Food Marketing Institute Show in Chicago.

Nickelodeon began licensing characters for fruit and vegetable packaging in 2004.

On tap this month: SpongeBob SquarePants-branded packages of Mexican-harvested grapes to major grocery stores and warehouse clubs.