SpongeBob… Spinach?

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Cue music – bring up lights – begin voice over, “Coming soon to a produce section in your neighborhood…”

It appears Disney and the other major players in the animation industry are returning to their roots. Organic roots, that is. The cartoon industry has come under increasing pressure over their ties to all-foods-tasty-but-fattening: burgers and fries, candy, sodas and sugar-laden cereals. Now they’re fighting back. The same frolicking figures that currently scream for your children’s attention in the junk food aisle will be hopping a cart and heading to VeggieTown.

Disney, with unparalleled name recognition and deep pockets working to its advantage, plans to have 100 branded items in the produce section by January 2007. Kids will soon be begging moms for Goofy peaches, Mickey Mouse grapes and Winnie the Pooh organic apples. Not to be left out of the revolutionary shift from production to produce, Nickelodeon is introducing Dora the Explorer oranges and, vying for the academy award as Leading Vegetable in a Healthy Role, is odds-on-favorite SpongeBob SquarePants spinach.

Is this Hollywood trend good news? The Centers for Disease Control reports that over 18% of children ages 6 to 11 were overweight in 2004. Yes – this is excellent news!

Not only will Hollywood’s foray into freshness change the dynamic at the grocer, it will have a profound impact on the conversations that echo about the dinner table. Soon all across America, kids will hear the all too common refrain, “No dessert until you finish your SpongeBob SquarePants!”

Bag more details at: SpongeBob comes to your veggie aisle