Welch's Fruit Snacks are often found in children's lunchboxes but that doesn't stop parents from sneaking into the pantry to “steal” them (despite the tantrums that might follow). Pim Brands Inc., makers of Welch’s Fruit Snacks, believes that parents deserve Fruit Snacks too, so today, we’re launching a new storybook—“Sometimes It’s Not Stealing”—to help them get away with it. The physical book, complete with a secret Welch’s Fruit Snacks compartment, is available now for purchase—but we didn’t stop there. We’ve also created a digital, audio, and video version of the story, narrated by none other than show-stealer, Kristin Chenoweth.

"We are thrilled to introduce our first-ever Storybook, Sometimes It's Not Stealing, to families everywhere. This playful narrative pokes fun at how parents love Welch’s® Fruit Snacks, and often can’t resist “stealing” them from their children. This story not only celebrates the unbreakable bond between families, but also weaves in a valuable lesson, ending with an interactive exercise in sharing Welch’s® Fruit Snacks. Through this lighthearted tale, we hope to reinforce how Welch’s® Fruit Snacks are loved by people of all ages, and to bring even more smiles, joy, and laughter to snacking occasions for families everywhere." – Lauren Rosenber, Director of Integrated Marketing Communications for PIM Brands, Inc., makers of Welch’s® Fruit Snacks.

“As summer ends and school begins again, parents will have more chances to snatch some of their kids Welch’s Fruit Snacks. But thanks to this storybook, taking some from your kids has never felt so guilt-free. We wanted to make it easier for everyone to enjoy Welch’s Fruit Snacks, and it just makes sense to do it in a format that everyone is familiar with—storybooks.” – Danny Alvarez, Executive Creative Director, GUT Miami