Del Monte vegetables partnered with Sesame Workshop in 2006 to release a new line of Del Monte canned vegetables featuring Grover, Elmo and Cookie Monster on the can. The Sesame Street characters appeared on the cans' labels along with on-pack coloring activities developed by Sesame Workshop. The partnership was designed to promote vegetables and healthy eating habits among kids as part of the Healthy Habits for Life initiative.
Product packaging included Elmo with green beans, Grover with sweet peas and Cookie Monster with corn. Between 10 million to 20 million packages of Sesame Street-branded Del Monte canned vegetables were produced for the launch, in September 2006.