Avengers Take on Food Partners

Marvel Entertainment is bringing The Avengers brand into the food and oral health categories in a series of new partnerships with Nabisco, DenTek, Listerine and others.

“The Avengers franchise has proven that it has the power to cross into all major consumer categories, and these latest products are a perfect example of that,” says Mike Jerchower, director, Marvel licensing. “Food and health aids are important categories for us as we look to both make serious connections with consumers who want to interact with the brand and look to expand our reach to new areas of retail stores. The Avengers characters represent an active lifestyle and great teamwork, making the Super Hero team a natural fit to encourage healthy habits in kids.”

Products are expected to hit shelves throughout 2013 and 2014 and include chicken tenders in special Avengers packaging from Perdue, which will launch this month at Target and roll out to other major retailers later this year; Avengers-shaped Cheese Nips from Nabisco in February 2014 that include Captain America’s shield, Iron Man’s mask, Hulk’s fist and the Avengers “A” symbol; juice pouches, bottles and boxes from Langers Juice; and apples, pretzels and cheese snack packs from Crunch Pak Snackers;

Additionally, both Nabisco Cheese Nips and Honey Maid Graham Crackers will feature Avengers-themed games on their packaging.

The DenTek products arecurrently available at Walmart and Kmart. Anti-cavity mouthwash from Listerine (in a special mint shield flavor) will launch in January 2014.