Food News: Birds Eye Taps Kids to Shake Up America's View of Veggies

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What if kids asked moms for veggies at the dinner table because they'??re wacky, fun and exciting? That'??s the goal of Pinnacle Foods'?? Birds Eye brand. Birds Eye is the first company to go straight to the source, kids, to change the conversation about vegetables and inspire the next generation to love their veggies. By tapping Nickelodeon, the number-one entertainment brand for kids, and working with iCarly'??sJennette McCurdy as a veggie-loving ambassador, Birds Eye is empowering kids'?? culinary creativity and encouraging them to share their veggie inspiration with other kids.

As part of the '??iCarly iCook with Birds Eye'? initiative, at Nick.com/BirdsEye, parents and kids can create their own wacky veggie dish for a chance to have it featured on an episode of iCarly. Kids can also enter for a chance to win a trip to the set of a Nickelodeon show with McCurdy. To celebrate creativity, kids can experiment using the virtual kitchen and dish creator. They can also get their 15 minutes of fame by submitting their chef-tastic photos to be featured as the '??Chef of the Week.'? On the site, there will be exclusive '??wacky veggie fun'? video content with UPC codes from Birds Eye Steamfresh packages. And, Birds Eye will look to the kid-inspired creations for future product innovations.

McCurdy announced the Birds Eye initiative to her more than 3 million Twitter and Facebook fans with a special inaugural video featuring an impromptu veggie rap song. '??It'??s all about celebrating the awesomeness of veggies,'? said McCurdy. '??With all the variety, colors and deliciousness packed into Birds Eye vegetables, it'??s fun to get crazy in the kitchen, and I'??m committed to being a role model by eating more veggies every day.'?

With nine out of 10 children and adolescents in the United States not getting the recommended amount of vegetables1, Birds Eye has a sustained commitment to engage kids with vegetables and help reverse the decline. Beyond the Nickelodeon partnership, Birds Eye pledged a three-year commitment with the Partnership for a Healthier America (PHA), which includes marketing and advertising vegetables directly to kids in their voice and bringing to market kid-inspired products. First Lady Michelle Obama has lauded Birds Eye'??s innovative approach to inspiring kids and helping support moms and is '??proud that Birds Eye and the Partnership for a Healthier America have come together to make the healthy choice the easy choice for families.'?

Moms can get involved with the campaign, too, by visiting BirdsEye.com to check out new kid-friendly recipes, such asGreen Monster Pizza Night and Grilled Cheesy Broccoli Pockets with Ham featuring Birds Eye Steamfresh® products. Birds Eye Steamfresh is perfect for kids'?? cooking because no knives or hot stoves are required'??they can help press the buttons on the microwave and, with mom'??s help removing and pouring, it'??s simple for kids to prepare their own creations.

As a pioneer of frozen vegetables, Birds Eye knows it'??s how you make the meal that matters. Birds Eye'??s heritage, quality, taste and variety can make the dinnertime difference. With more than 40 unique vegetables offered and countless ways to enjoy them, from pure and simple vegetable favorites to sauced and seasoned sides and steamed varieties, Birds Eye gives consumers limitless possibilities to complete the meal with vegetables every day.

For more information and recipes, please visit: http://www.birdseye.com/

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