Whole Foods Aims to Get Kids ‘Hungry’ for Cereal

Whole Foods Market and The World of Eric Carle, the award-winning brand based on works by the well-known children’s author and illustrator, have joined forces on a series of 365 Everyday Value cereal boxes featuring kids’ games and Carle’s distinctive artwork, which includes "The Very Hungry Caterpillar."

Beginning this month, Carle's art and characters will appear on the packaging of nine varieties of 365 Everyday Value children's cereals, among them three new products: Little Cubbies, Rainbow Morning O's and Organic Honey & Nut Morning O's. The other 365 Everyday Value cereals whose packaging will feature the designs are Organic Crunchy Cinnamon Squares, Organic Peanut Butter & Cocoa Balls, Organic Peanut Butter Balls, and Organic Frosted Flakes. All of Whole Foods' products contain no artificial preservatives, colors, flavors, sweeteners and hydrogenated fats.

"Eric Carle's work inspires intellectual and creative growth for children," noted Brianna Blanton, brand manager for Whole Foods' private label brands. "We hope our shoppers enjoy seeing his artwork on our shelves as much as their little ones do."

Observing that Whole Foods "shares The World of Eric Carle's commitment to the highest quality standards," Debra Joester, president of The Joester Loria Group, the New York-based worldwide licensing agency that brokered the deal, said, "We are particularly delighted that millions of families will have the opportunity to engage with wonderful games, art and content featuring Eric Carle's work, at their breakfast table every morning."

Translated into 60 languages, "The Very Hungry Caterpillar" has sold more than 38 million copies since its publication in 1969. Carle has written and illustrated more than 70 picture books, which have sold 125 million-plus copies.

Austin, Texas-based Whole Foods operates more than 400 stores in the United States, Canada and the United Kingdom.

Progressive Grocer's recent online coverage of the ready-to-eat cereal category is available online.