In response to recent attention surrounding childhood obesity and lack of nutrition in school lunch programs, Nickelodeon and East Side Entrees have partnered to offer Nickelodeon-branded milk in school lunches nationwide starting in September 2003. The first character-licensed milk to be distributed nationally in schools, the milk cartons will display images from JIMMY NEUTRON, ROCKET POWER, THE WILD THORNBERRYS and SPONGEBOB SQUAREPANTS. Flavored nutritionally fortified packaged milk products will be for kids 6-11, and milkshakes will be available for kids 11-17.