Dive Brief:
- Private label specialist V20 is producing a line of childrens' snacks in conjunction with the Andre Agassi Foundation for Education.
- All profits from the product line will go to the tennis star's charitable organization.
- Among the lunch-box ready items are single-serving milk containers, squeezable apple sauces, granola bars and cheddar cheese pieces.
- Distribution deals are in place with Acme, Albertson's, Cub, Farm Fresh and Jewel markets.
Dive Insight:
Agassi's foundation is aimed at improving educational opportunities for children. Among other services, the foundation operates a charter school in Las Vegas. We have no doubt that the foundation does wonderful work for worthwhile causes. Nonetheless, the Box Buddies product line seems a bit of a stretch. Certainly the retired Agassi has zero name recognition among children. And even young parents may not have much of a connection with him. He retired in 2006, but his career peak was a decade earlier.
