Turner Broadcasting has unveiled that it will tomorrow launch a range of drink products in Sainsbury’s for its pre-school brand LazyTown, following a deal with Gerber Juice Company.
The two year deal will initially see the range of drink products launch in over 300 Sainsbury’s stores nationwide, with a full retail roll-out to follow.
Fit Fruits, Smoothies and Super Squash will be part of the range, which will carry the tagline ‘it’s one of your five a day’ and will come in three flavours based on characters from the show: ‘Sportacus Apple & Blackcurrant’, ‘Stephanie Lemon & Lime’ and ‘Robbie Rotten Orange & Peach’.
Catrina O’Brien, senior sales manager for pre-school at Turner Broadcasting, EMEA, said: “We are committed to partnering with market leaders for official merchandise that truly reflects our brands. Gerber fully understands the LazyTown ethos and is the perfect partner to produce 100% healthy drinks that share the same goals and values of the property. We’re really excited about this partnership and the initial range – which we hope will mark the beginning of a successful beverage catalogue.”
To support the launch, Gerber is planning an extensive marketing campaign which will involve in-store promotions, including appearances from Sportacus, and events which will take place later in the year.
Marnie Millard, commercial director of Gerber Juice Company, added: “We see a gap in the market for healthy drinks and water that actively promote kids’ health through a connection with a popular and aspirational programme such as LazyTown. We’re very proud of this association and we’re confident that these new products will be perfect for parents who want healthy, convenient and appealing drinks for their children.”