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Birds Eye, Stop & Shop And Boston Children's Museum Invite Boston Families To A Day Of Play, Saturday, Aug. 17

BOSTON, Aug. 15, 2013 /PRNewswire/ -- Ninety percent of kids don't eat the recommended amount of veggies each day and summer is an ideal time to try a new and more playful approach.   On Saturday, August 17 th, Birds Eye Vegetables and Stop & Shop are inviting families to the Boston Children's Museum to "play with their veggies" and help kids eat healthier as part of Birds Eye's national campaign to encourage kids to eat more vegetables.

(Logo: http://photos.prnewswire.com/prnh/20130802/NE57211LOGO )

The Play with Your Birds Eye Veggies outdoor event will be held from 10 a.m.4 p.m. outside the Boston Children's Museum and will show kids how fun eating veggies can be as well as inspire families to turn up the dinnertime fun at home.  Parents and kids can pit carrot against broccoli in a wacky, action-packed stationary bike race, create their own silly veggie self-portrait on a plate, hang out with Nickelodeon characters SpongeBob SquarePants and Dora the Explorer, and take home a free gift bag with kid-friendly veggie meal ideas.

The event is part of Birds Eye's summer-long national program led by Jennette McCurdy, star of Nickelodeon's hit show, Sam & Cat.  McCurdy and Birds Eye are encouraging families across the country to get out, play more and eat healthier this summer by Rewriting the Dinnertime Rules. The multi-week challenge puts more play on the plate by inviting families to play with their food and, more specifically, their Birds Eye veggies.  Event attendees will have the chance to enter onsite to win a trip to Nickelodeon's 10 th annual Worldwide Day of Play this fall to meet Jennette. All families can participate online at BirdsEye.com or Facebook.com/Birdseye by submitting photos of how they make veggies fun for a chance to win as well. 

Rewriting the Rules InspirationMcCurdy and Birds Eye have the following suggestions for getting started Rewriting the Dinnertime Rules. These rules are only the beginning, McCurdy says. "Kids have endless imaginations—veggie tacos, veggie faces, veggie 'try' outs and on and on.   Rewriting the rules means letting them put the fun in the picture.   I had so much fun filming as I played with my Birds Eye veggies, so I hope kids will watch my videos and they will provide inspiration!"

Rule #1:  Role Reversal. Kids pick the menu and the veggies, help shop for the groceries and are in charge (with a little help from mom and dad) in the kitchen. Plus, they get to pick the theme and dress and decorate accordingly, whether it's hitting the "beach," bringing out your family's wild side in the "jungle" or cheering on your favorite sports team.

Rule #2: Play with Your Birds Eye Veggies!  You can use your veggies to make smiley faces or create colorful rainbows on your plate... you can even give your broccoli a mohawk haircut (really!) – just have fun!

Rule #3: Celebrate Every Bite.  It can take up to 12 times for a kid to try a new type of veggie, or any new food before he or she begins liking it ( www.choosemyplate.gov). So, keep it up! And while you're at it, give yourself a high five for every bite your kid takes.

Rule #4: Be a Veggie Explorer. There are all sorts of cool and surprising ways to serve veggies, like smoothies (mixed veggies with yogurt, OJ and honey), popsicles (carrots and OJ) and salad dressings (carrot ginger). You AND your kids will be amazed at all the cool ways you can eat your veggies.

The Birds Eye and Nickelodeon partnership is in its second year. In 2012, this national program drove a 20 percent increase in incremental volume for Birds Eye versus 2011.  Not only did last year's program drive brand sales and overall category growth, the effort helped in reversing a negative trend in the category and increased vegetable consumption in a fun, engaging way. 

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