Safeway's new Eating Right Kids

From Variety comes news of a new marketing campaign by Safeway and WB. No specific mention of fruits and vegetables, but I'm can't believe they would launch a campaign without f/v in the portfolio. Developing....
From Variety:


Consumer watchdog groups have long criticized Hollywood for allowing its characters to market junk food to children. But the studios may soon start to gain some inroads with critics: In the latest move to appease concerns, Warner Bros.' Looney Tunes empire is gearing up to embrace healthy eating.
The studio has paired with Safeway, the nation's fourth-largest supermarket chain, to promote its Eating Right Kids line of food and beverages, rolling out on store shelves this summer.
As part of the deal, Warner Bros. said it will no longer feature its Looney Tunes characters on unhealthy food packaging, other than certain ice cream products or birthday cakes.
"We've cleared the market of anything that might be considered unhealthy," said Brad Globe, prexy of Warner Bros. Worldwide Consumer Products. "Our Looney Tunes characters are our crown jewels. We said, 'Hey, we need to figure out how we can be part of some kind of solution and use our characters in a positive way that will improve the issues related to childhood obesity.'"
As part of a licensing deal with Warner's consumer products unit, Safeway's Eating Right Kids packaging will exclusively feature such characters as Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Roadrunner, Marvin the Martian and Daffy Duck.
Financial terms of the licensing deal were not disclosed.
Overall product line covers more than 100 items across 30 categories including breakfast foods, portable meals, dairy, snacks and beverages. Products are formulated based on the most recent dietary recommendations from several federal and state agencies, including the Dept. of Health and Human Services, the Dept. of Agriculture, Alliance for a Healthier Generation, as well as California's school nutrition guidelines.