“The nicest thing about it is that we have a great opportunity to do what we have talked about for so long, and that is to impact child obesity and affect future health by making sure that fruits and vegetables are consumed as they should be,” she said.
DeLyser said she believes the industry will see Sesame Street characters used in social media, stickers, packaging, cartons and websites.
Silbermann said he was approached in August through some discussions that Jeff Dunn, chief executive office for Bolthouse, was having with Sam Kass, senior policy adviser on nutrition for the first lady.
Silbermann said Dunn, Kass and Obama discussed how more children could be motivated to increase consumption with mainstream marketing techniques. White House officials then asked for Silbermann’s input.
Sesame Workshop was enthusiastic about the idea. Dunn asked Silbermann if PMA would participate.
“Why wouldn’t we?” he said.