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Wal-Mart, 5 A Day, Supplier Partners Team for 'Fantastic Four' Promotion

WILMINGTON, Del. --Timed to coincide with the release of the Fantastic Four's first movie in July, a collaboration between the Produce for Better Health Foundation and Wal-Mart Stores hopes to find families flying the produce departments at over 1,700 Wal-Mart Supercenters and Neighborhood Markets on June 25 from 11 a.m. to 5 p.m. to "Build a Fantastic You with 5 A Day The Color Way."

Super hero-sized signage and other eye-catching graphics featuring Marvel's Fantastic Four super heroes -- Mr. Fantastic, The Invisible Woman, The Human Torch and The Thing -- will invite children and parents to sample products from participating sponsors and learn how to achieve at least five servings of fruits and vegetables a day from a variety of color groups for better health.

Children will receive a special-edition Fantastic Four comic book promoting good deeds and good nutrition; the book, designed with assistance from PBH registered dietitians and nutrition education experts, teaches the importance of eating a variety of colors. Parents will receive PBH's 5 A Day The Color Way guide, which introduces families to the five health-promoting color groupings, the fruits and vegetables in each group, and other useful information.

"PBH and Wal-Mart are creating a fantastic opportunity to educate families about the Color Way message in a way that's fun and exciting," said PBH v.p. of partner marketing Bob Gregg.

The Fantastic Four promotion joins Marvel's Healthy Heroes, Charlie Brown, Shrek and Peter Rabbit as the fifth in a series of Color Way-themed "retail-tainment" promotions planned by PBH and Wal-Mart, supported by Wal-Mart suppliers and executed by MARS Advertising, Southfield, Mich.

Fantastic Four partners include: Alliance International, LLC; Chelan Fresh; David Oppenheimer & Co.; Dean Foods; DNE World Fruit Sales; Dole Food Co.; Dole 100% Juice; Florida Department of Agriculture and Consumer Services; Mrs. Dash 10-Minute Marinades; Ocean Spray; Sam’s Choice Beverages; Seald Sweet, LLC; Splenda; Stemilt Growers, Inc. and Sunkist Growers, Inc.
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