Jolly green babies

The Jolly Green Giant, Winnie the Pooh and other licensed characters are cropping up on packages of infant and toddler foods from Beech-Nut Nutrition Corp.

A cobranding program with General Mills’ Green Giant expands tie-ins with other food companies for Beech-Nut purées, while a similar program with Disney adds marketing luster to toddler foods. Source: Beech-Nut Nutrition Corp.

Cobranding deals with General Mills for selected infant purées and Disney Consumer Products for new toddler products capped a busy 2010 for the Amsterdam, NY-based baby-food company. The products, including new steam-cooked foods called Steamies, are produced in Beech-Nut’s new $124 million plant. Beech-Nut is seeking silver LEED certification for the facility.

Green Giant joins Chiquita in Beech-Nut’s cobranded product portfolio. “The names Chiquita and Green Giant are synonymous with having the highest quality standards and delicious taste,” according to Chief Marketing Officer Evan Eckman, who notes the Chiquita tie-in began almost 20 years ago. The Disney program involves Winnie the Pooh, Tigger and Piglet on new toddler foods for children 12 months and older. Eckman describes the Disney cobranding as a “highly effective communication platform specifically targeted to toddlers’ moms through Disney’s integrated media channels.”

The Green Giant relationship means new graphics for some stage 1, 2 and 3 products, though the containers remain the same. “Infant purées are exclusively produced in traditional glass jars,” Eckman emphasizes. Steamies, on the other hand, “are offered in microwave-safe, BPA-free plastic tubs.” They are offered as twin packs of 6-oz. tubs.

He describes steam cooking as “a new concept for the US infant foods market. The primary benefit of the steam-cooked technology is retention of taste and textures, which gives our Beech-Nut Steamies a homemade quality, yet the convenience of quick preparation.”

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

Recent Articles by Kevin Higgins, Senior Editor

You must login or register in order to post a comment.



Image Galleries

Plant of the Year 2015

Mars Chocolate was chosen as Food Engineering’s 2015 Plant of the Year. The first new Mars candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.


Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering April 2015 Cover

2015 April

The April 2014 issue of Food Engineering features the Plant of the Year: Mars Chocolate. The first new Mars chocolate candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.

Table Of Contents Subscribe

Plant Facility/Site Issues

What issue about your current plant facility/site keeps you up the most at night?
View Results Poll Archive


Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit to learn more.