CAN A `LITTLE' MOVIE MOUSE GET KIDS TO EAT ORANGES?

Byline: Evan Pondel Staff Writer

SHERMAN OAKS - A skateboarding mouse named Stuart Little has two new roles: one as the star of an upcoming movie sequel and the other as the pied piper for healthier kids.

At a time when eating healthy is weighing heavy on dietitians' minds, Sherman Oaks-based Sunkist is attempting to bolster orange sales by teaming up with the star of Sony Pictures' ``Stuart Little 2.'' Starting Tuesday, Stuart Little will appear on four-pound bags of Sunkist Valencia oranges.

``We're trying to find fun and unique ways to talk to our audience,'' said Robert Verloop, Sunkist's director of marketing. ``Certainly the brand recognition plays a major role here.''

Appealing to audience's appetites before the movie hits theaters July 19, Sunkist plans to run the campaign through August. With about 80 percent of household meals dictated by children, Verloop said there is a ``powerful opportunity'' to market fruit instead of junk food via an endearing mouse. And with summer fruits a delectable treat for most kids, Verloop said he is confident the campaign will take off.

``But it requires ongoing research,''' he said. ``You need to find who is consuming the highest levels of citrus fruit.''

That doesn't include children, though. Of the fruits and vegetables consumed by kids, the white potato is No. 1, according to the U.S. Department of Agriculture. The reason: All those french fries gobbled down are derived from the white potato.

``That may be surprising, but if anything, it tell us that it's important to get children to eat a variety of foods,'' said Ellen Harris, a research leader with the USDA. ``And right now, there are a lot of campaigns directed at children using characters.''

Whether a mouse can influence children to eat more fruit remains unknown. However, what nutritionists do know is that parents have a significant influence on their children's eating habits.

Instead of trying to lure children to the produce section, adults should be the prime marketing targets, said Sheryl Rosenberg Thouin, a registered dietitian based in Northridge.

``What Sunkist is doing is one small drop in the bucket,'' she said. ``Look at what they're competing against - all of these television messages to eat chips, partake in fast food and access soda machines.''

Still, fruit is generally challenging to market in different media. Place an orange next to a juicy hamburger, and the consumer's eyes are on the burger. But with Stuart Little backing a product, Sunkist is hoping children will embrace the idea of snacking on its oranges.

Even more palatable, each bag will contain coupons and recipes. Verloop said the idea is to capture the attention of children and their parents. Sunkist traditionally markets to adults between the ages of 25 and 49. While children are important customers to Sunkist, Verloop said the parents are usually purchasing the products.

But that doesn't mean parents are still interested in purchasing produce.

``And it's a constant struggle to convince parents to buy more produce,'' Rosenberg said. ``Some people don't know they are supposed to have five servings of fruits and vegetables a day.''

CAPTION(S):

2 photos

Photo:

(1 -- color) no caption (Stuart Little surfing)

(2) Sunkist hopes kids entranced by Stuart Little's movies will ask their parents to buy oranges promoted by the film character.