New York (October 29, 2013) –Marvel Entertainment, LLC is starting its fight to defend healthy habits as it bringsThe Avengers brand into the food and oral health aids categories. By working in collaboration with best-in-class partners Perdue, NABISCO, Crunch Pak, Langers Juice, DenTek and LISTERINE Brand brings the franchise into new product categories as Marvel expands the reach of this powerhouse Super Hero team to the consumables arena – establishing a presence for the brand into new store aisles. Products in these categories are expected to hit shelves throughout 2013 and 2014, and underscore Marvel’s strategy to further establish The Avengers as a powerful year-round brand that can day-in and day-out provide sales strength to its retail and licensing partners.
“The Avengers franchise has proven that it has the power to cross into all major consumer categories and these latest products are a perfect example of that,” said Mike Jerchower,Director, Marvel Licensing. “Food and health aids are important categories for us as we look to both make serious connections with consumers who want to interact with the brand and look to expand our reach to new areas of retail stores. The Avengers characters represent an active lifestyle and great teamwork, making the Super Hero team a natural fit to encourage healthy habits in kids.”
To be sure, none of the Avengers would ever be considered chicken, but that will not stop Perdue from joining the team to launch chicken tenders in special Avengers packaging this October at Target with rollout to other major retailers later this year. PERDUE whole grain chicken breast tenders are made with 100% natural ingredients and will feature packaging withThe Avengers character biographies and fun facts.
Marvel’s Avengers Assemble will also launch a power-packed partnership with NABISCO CHEESE NIPS and HONEY MAID Graham Crackers. Available February 2014, NABISCO’s CHEESE NIPS will take a decidedly heroic shape with special Avengers icons including Captain America’s shield, Iron Man’s Mask, Hulk’s Fist and the Avengers ‘A’ symbol. CHEESE NIPS and HONEY MAID Chocolate Graham Crackers will feature Avengers-themed games on their packaging.
Additionally in the food and beverage category, Marvel has signed deals with Langers Juice for Avengers Assemble juice pouches, bottles and boxes, and with Crunch Pak Snackersapples, pretzels and cheese. Kellogg’s continues to be a key partner in the snacks arena with flavorful Avengers-inspired fruit snacks.
Making oral health more adventurous for little heroes everywhere, Marvel has collaborated with DenTek andLISTERINE® Brand, respectively, for Avengers branded floss picks and mouthwash. Currently available at Walmart and Kmart, Marvel and DenTek teamed up to create fun, fruit-flavored floss picks with Avengers Assemble branding.LISTERINE Brand will launch Avengers Assemble branded anticavity mouthwash in January 2014 in a special MINT SHIELD flavor.