Supervalu Works with Discovery Kids on Healthy Food Pledge

MINNEAPOLIS -- In an effort to advance the fight against childhood obesity, Supervalu based here and Silver Spring, Md.-based Discovery Kids are partnering with over 20 produce companies to encourage kids to eat more fruits and vegetables.

The annual "Good-to-Grow" promotion provides parents with resources to teach their kids healthy eating habits. All Supervalu banner stores will distribute co-branded family recipe and activity booklets, while select stores will feature in-store appearances by Paz, a curious penguin which hosts Discovery Kids' Ready Set Learn! pre-school programming block. In addition, the Jewel store in Plainfield, Ill., will host Ready Set Learn!'s Hip Hop Harry and his dance crew.

The Silver Spring, Md.-based Discovery Kids will license its name and characters for use only in connection with healthy food and beverage products. All food and beverage products bearing the name or image of Discovery Kids or any of its characters and/or shows will satisfy U.S. dietary guidelines. The only exception to this standard will be licensing of special occasion sweets such as birthday cakes.

Discovery Kids is part of the Discovery Communications family of networks, which has a multifaceted commitment to promoting health and fitness. Discovery Health and FitTV are entirely devoted to these issues, as is and Discovery Education Health Connection, a digital service that offers health curricula and videos for schools and educators, including materials stressing good nutrition and physical activity.

Discovery Health is the home of the National Body Challenge, a free, multimedia, diet and exercise program. Now entering its fifth year, the National Body Challenge has helped over 1.5 million Americans incorporate healthy, active behaviors into their daily lifestyles.

Discovery Kids, nominated for a record 16 Daytime Emmys and eight Parent's Choice Awards in 2007, has always been devoted to helping kids explore the real world -- from the depths of the ocean to outer space to self-awareness, including the benefits of a healthy lifestyle. Discovery Kids programming - such as Hi-5, Hip Hop Harry, and Endurance - teaches kids the importance of being active. To help these healthy messages reach smaller kids, Discovery Kids offers three hours each weekday of commercial-free shows for the pre-school set in its Ready Set Learn! programming block.
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