The Joester Loria Group has brokered a new deal for its client, The World of Eric Carle, to expand its current program with edible organic vegetable Food Paint from Noshi for the U.S. and Canada.

 Noshi Edible Food Paint is a set of three fruit or vegetable puree tubes that kids or their parents can paint on their food and then eat. Parents can use the tubes to paint faces, shapes, flowers, or names on baby’s food or paint it straight onto the plate for baby to explore. 

The first Food Paint set for the World of Eric Carle will include tubes of different colored organic vegetable puree: carrot, peas and beet, and launch into the baby food aisle in spring 2021. 

 “We are so excited for this partnership,” says Tomo Delaney, founder and chief executive officer, Noshi. “The World of Eric Carle is such a natural fit for our new vegetable Food Paint, Noshi’s first foray into the baby food category. We can’t wait to see The Very Hungry Caterpillar wriggling his way across boxes of Food Paint (but not nibbling holes in them) and giving parents an easy and fun way of introducing vegetables into baby’s diet.”