American Greetings Properties and its global licensing agent Cookie Jar Entertainment have joined forces with the Produce for Better Health Foundation, in a deal which will see Strawberry Shortcake fronting a new healthy eating drive.

In the US, September is National Fruits & Veggies - More Matters month. PBH is working with retailers nationwide to distribute nutritional information about fruits and vegetables featuring Strawberry Shortcake, as well as columns for in-store newsletters and magazines, ad circulars, recipe cards, signage in produce and frozen foods departments and activity booklets.

A free e-card featuring the character's 'fruit-forward' makeover will be available here.

As the partnership continues, another month-long promotion will take place in May 2010 for National Strawberry Month.

"Strawberry Shortcake and Produce for Better Health Foundation are a natural partnership, because the classic, evergreen property has a fresh new look and world based on fruit," explained Matt Schweitzer, brand manager at AGP. "We are excited for Strawberry Shortcake to promote such a positive message about children's healthy eating habits and the consumption of fruits and vegetables."

PBH's website will also feature new Strawberry Shortcake imagery throughout the year, plus special themed kid-friendly recipes.