Whole Foods teams up with children’s book illustrator for store brand cereal boxes

Austin, Texas-based Whole Foods Market said it teamed with The World of Eric Carle, the award-winning brand based on works by the acclaimed children’s author and illustrator, to create a series of store brand cereal boxes featuring games for children and Carle’s signature artwork, including the beloved The Very Hungry Caterpillar. The Joester Loria Group, worldwide licensing agent for The World of Eric Carle, brokered the deal.

According to Whole Foods, Carle’s distinctive art and iconic characters are now featured on the packaging of nine varieties of 365 Everyday Value children’s cereals, including three new products: Little Cubbies, Rainbow Morning O’s and Organic Honey & Nut Morning O’s. Other 365 Everyday Value cereals featuring his designs include Organic Crunchy Cinnamon Squares, Organic Peanut Butter & Cocoa Balls, Organic Peanut Butter Balls and Organic Frosted Flakes. Like all of Whole Foods' other products, these cereals contain zero artificial preservatives, colors, flavors, sweeteners and hydrogenated fats.

“Eric Carle’s work inspires intellectual and creative growth for children,” said Brianna Blanton, manager of Whole Foods’ private brands. “We hope our shoppers enjoy seeing his artwork on our shelves as much as their little ones do.”