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DISCOVERY KIDS makes healthy food pledge


Licensed Products to Satisfy Dietary Guidelines –

SILVER SPRING, Md.-In an effort to advance the fight against childhood obesity, Discovery Kids today announces its decision to license its name and characters for use only in connection with healthy food and beverage products. All food and beverage products bearing the name or image of Discovery Kids or any of its characters and/or shows will satisfy US dietary guidelines. The only exception to this standard will be licensing of special occasion sweets such as birthday cakes. Discovery Kids is excited to be able to make this commitment, thereby furthering the fight against childhood obesity and its own mission of enriching kids by encouraging them to lead healthy and vibrant intellectual and physical lives.

Discovery Kids, nominated for a record 16 Daytime Emmys and eight Parent’s Choice Awards in 2007, has always been devoted to helping kids explore the real world -- from the depths of the ocean to outer space to self-awareness, including the benefits of a healthy lifestyle. Discovery Kids programming – such as Hi-5, Hip Hop Harry, and Endurance – teaches kids the importance of being active. To help these healthy messages reach smaller kids, Discovery Kids offers three hours each weekday of commercial-free shows for the pre-school set in its Ready Set Learn! programming block.

Consistent with the approach described above, Discovery Kids is excited to announce that it is partnering with SUPERVALU banners, along with over 20 produce companies, to encourage kids to eat more fruits and vegetables. The annual “Good-to-Grow” promotion provides parents with resources to teach their kids healthy eating habits. All stores will distribute co-branded family recipe and activity booklets; select stores will feature in-store appearances by Paz, a curious little penguin who hosts Discovery Kids’ Ready Set Learn! pre-school programming block; and one Jewel store in Plainfield, IL will host Ready Set Learn!’s Hip Hop Harry and his dance crew.

Discovery Kids is part of the Discovery Communications family of networks, which has a long-standing, multifaceted commitment to promoting health and fitness. Discovery Health and FitTV are entirely devoted to these issues, as is Discovery Education Health Connection is a digital service that offers health curricula and videos for schools and educators, including materials stressing good nutrition and physical activity. In addition, Discovery Health is the home of the National Body Challenge, a free, multimedia, diet and exercise program. Now entering its fifth year, the National Body Challenge already has helped over 1.5 million Americans incorporate healthy, active behaviors into their daily lifestyles.


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