Safeway, Warner Bros. partner on healthy foods for kids

NEW YORK Bugs Bunny will soon stop lending his endorsements to junk food in Safeway stores. Instead, the cartoon rabbit known for his love of carrots will promote healthy eating along with the other Looney Toons characters, under a new contract between Safeway and Warner Brothers Consumer Products, Safeway announced Wednesday.

Warner Bros. will work with Safeway to promote healthy eating as part of the supermarket chain’s Eating Right Kids line of foods and beverages when the products are launched later this year. Eating Right Kids is an extension of the store’s Eating Right products for adults, which were launched last year.

The line will include more than 100 items across 30 categories that include breakfast foods, snacks, beverages and portable meals. The adult Eating Right line has more than 200 products across 30 categories.

Warner Bros. Consumer Products is a subsidiary of Warner Bros., which is part of AOL Time-Warner. Safeway operates 1,740 stores in the United States and Canada.