Del Monte Foods has joined the Partnership for a Healthier America initiative, saying it would invest in marketing and new product development designed to increase fruit and vegetable consumption among children.

The Partnership for a Healthier America works with private sector businesses and honorary chair Michelle Obama to end the childhood obesity crisis. Del Monte, based in San Francisco, said its efforts include an $18 million, three-year commitment to execute marketing campaigns and promotions that encourage families and children to consume more servings of fruits and vegetables while also changing product labels and recipe offering to reflect healthier foods. Del Monte said new and reformulated products would raise the nutritional profile of its portfolio by 15% based on the Nutrient Rich Food Index.


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Del Monte also said it would distribute 150 million coupons over three years for reduced pricing (at least 40%) on Del Monte brand products and donate a minimum 7.5 million pounds of fruit and vegetables to support anti-hunger efforts in the U.S.

The company also said it would improve recipe information on its products and website to reflect healthier choices. Fruit labels will include nutritional facts for products when drained and as well as packed.

“We are honored to join PHA and contribute to the health and well-being of our nation’s children and their families,” Richard Blossom, SVP for Del Monte Foods said in a statement. “We believe that better health and nutrition can be attained by filling half your plate with fruits and vegetables at every meal, every day. Through a variety of initiatives we will deliver this message in ways that will engage, educate, and inspire parents and kids to turn these words into action.”

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