Sobeys and Disney introduce Compliments Junior Disney



    NEW LINE OFFERS HEALTHIER, FUN-TO-EAT OPTIONS MADE JUST FOR KIDS

    STELLARTON, NS, Sept. 24 /CNW/ - Sobeys Inc. and Disney Consumer Products
today announced a co-branded launch of a new food line just for kids -
Compliments Junior Disney! Kids won't be able to resist the nearly 100 new
products including Compliments Junior Disney Mickey Burgers, Compliments
Junior Disney Alpha-Taters mashed potato letters and Compliments Junior Disney
fruit Pic-Mix dried fruit snack mix. With more than 75 per cent of Compliments
Junior Disney's great-tasting food products meeting the criteria of the Health
Check(TM) program, parents will appreciate these healthier choices.
    "With childhood obesity on the rise, what our kids are eating is of even
greater concern than it was in the past," said Scott Cooper, vice president
consumer marketing and location planning, corporate brands, Sobeys, Inc. "At
the same time, we know parents are busier than ever, so we want to make it as
easy as possible for them to prepare nutritious, delicious meals for their
families they can be proud of. Compliments Junior Disney puts the fun back
into food and takes the guesswork out of shopping."
    Compliments Junior Disney products with the Health Check(TM) symbol have
been evaluated by Heart and Stroke Foundation dietitians and meet the
program's nutrient criteria for healthy choices based on Canada's Food Guide.
    Compliments Junior Disney packaging is both fun and informative. Each
product package features a popular Disney character and most packages feature
a Canada's Food Guide serving information icon, highlighting the applicable
daily serving of vegetables and fruit, grain products, milk and alternatives
or meat and alternatives.
    Packages will also help to take the guesswork out of evaluating
nutritional information by indicating key positive product attributes through
the use of four icons, highlighting the benefits the nutrients contained in
the product deliver, whether it be teeth, bones, eyes or muscles.
    "The new Compliments Junior Disney line is especially exciting because it
offers Canadian families fun and healthier food choices, featuring some of
Disney's most popular and endearing characters including Mickey Mouse, Buzz
Lightyear and Mr. Incredible," said Pete Noonan, managing director, Disney
Consumer Products, Canada. "Kids are going to love it! And when parents see
the healthier nature of the products and how easy they can whip up breakfast,
bag a nutritious lunch and prepare dinner, they are going to love it too."
    With this new addition to the Compliments line, Sobeys and Disney are
offering Canadians more choice to meet their diverse food needs. The new
nutritious line of products is geared toward children aged 3 - 12 and boasts
no artificial flavours, no artificial colours and no added hydrogenated oils
in any of its products.
    Compliments Junior Disney products are available across Canada at Sobeys,
IGA extra, IGA, Foodland and Price Chopper stores. Compliments Junior Disney
products will be available in Quebec at IGA, Marché Bonichoix and Les Marchés
Tradition stores in the fall and the full range of products will be available
by January 2008. More information on the complete Compliments line can be
found at www.compliments.ca. For more information on Disney Consumer Products,
visit www.disneyconsumerproducts.com.

    About Disney Consumer Products

    Disney Consumer Products (DCP) is the business segment of The Walt Disney
Company (NYSE:   DIS) that extends the Disney brand to merchandise ranging from
apparel, toys, home décor and books to interactive games, food and beverages,
stationery, electronics and animation art. This is accomplished through the
work of DCP's various lines of business: Disney Toys, Disney Apparel, Disney
Food, Health & Beauty, Disney Home, Disney Stationery, Disney Publishing,
Disney Interactive Studios, Baby Einstein, and www.disneyshopping.com. The
Disney Store, which debuted in 1987, also falls under DCP, through stores
currently owned and operated by unaffiliated third parties under licensing
agreements in North America and Japan, and wholly-owned stores in Europe. For
more information, please visit www.disneyconsumerproducts.com.

    About Compliments

    With the 2005 re-launch of Compliments, Sobeys Inc.'s private label
offering, the company is inspiring Canadians every day with better food
choices and ensuring that Compliments represents the best combination of
quality, price and product performance - made easy. Nothing else will do.
    Compliments is unique in Canadian food retail as it comprises three tiers
under one brand.
    Products in the main Compliments tier are national brand quality, but are
regular priced at least 20 per cent lower. They meet the needs of customers
who appreciate the quality of the national brand category leader, but are
looking for greater value for their overall food budget, without compromising
quality.
    The overall Compliments brand portfolio includes sub-brands, each
designed to meet different and specific needs. The first, Compliments
Value-économique, gives customers the best possibly priced products,
delivering acceptable quality that doesn't disappoint. The second sub-brand
and premium tier, Compliments Sensations, is all about everyday affordable
indulgence and it is comprised of superior quality, innovative, exclusive,
unique and mouth-watering food experiences - the best you can get from
Compliments.
    Compliments Organic products meet the highest standards available for the
organic category and provide solutions for all meal occasions and the basics
of any pantry. Compliments Balance-équilibre offers Canadian's healthier
options that are convenient and taste great. All products in the Compliments
Balance-équilibre line meet the Health Check(TM) program's nutrient criteria
based on Canada's Food Guide. Compliments Junior Disney is a nutritious line
of products geared towards children aged 3 - 12. Compliments Junior Disney
products fall within the main Compliments tier and are available across Canada
at Sobeys, IGA extra, IGA, Foodland and Price Chopper stores.
    More information on the complete Compliments line can be found at
www.compliments.ca.

    About Sobeys Inc.

    Sobeys Inc. is a leading national grocery retailer and food distributor.
A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns
or franchises more than 1,300 stores in all 10 provinces under retail banners
that include Sobeys, IGA, Foodland, Price Chopper and Thrifty Foods stores and
Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile
experience for its customers, employees, franchisees, suppliers and
shareholders. More information on Sobeys Inc. can be found at www.sobeys.com.




For further information:

For further information: Alison Mullen, Ketchum Public Relations, Tel.
(416) 355-7421, alison.mullen@ketchum.com; Janice Lau, Disney Consumer
Products Canada, (416) 596-3342, janice.lau@disney.com; Danielle Côté, Health
Check(TM), (613) 565-5600, dfcote@bkthealth.com


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