Turner signs up Gerber for LazyTown line

Samantha Loveday

By Samantha Loveday

March 21st 2012 at 10:32AM
Turner signs up Gerber for LazyTown line

Range of healthy drinks and smoothies to launch this week in UK.

Turner CN Enterprises has struck the first FMCG deal for LazyTown in the UK.

Leading juice supplier, Gerber Juice Company, has secured a two-year deal which will initially see a range of drink products launch in over 300 Sainsbury's stores nationwide. A full retail roll out will follow.

Carrying the tagline 'It's one of your five a day', the drinks will be free from artificial sweeteners, flavours, colours and preservatives. Products will include Fit Fruits, Smoothies and Super Squash and will come in three flavours based on characters from the show - Sportacus Apple & Blackcurrant, Stephanie Lemon & Lime and Robbie Rotten Orange & Peach.

Gerber will also produce LazyTown branded natural spring water.

To support the launch, Gerber is planning an extensive marketing campaign which will include in-store promotions - including appearances from Sportacus - and events taking place later in the year.

"We are committed to partnering with market leaders for official merchandise that truly reflects our brands," said Catrina O'Brien, senior sales manager, pre-school at Turner CN Enterprises EMEA. "Gerber fully understand the LazyTown ethos and is the perfect partner to produce 100 per cent healthy drinks that share the same goals and values of the property. We're really excited about this partnership and the initial range."

Marnie Millard, commercial director at Gerber, added: "We see a gap in the market for healthy drinks and water that actively promote kids' health through a connection with a popular and aspirational programme such as LazyTown."