In September 2010, a marketing initiative was launched by a group of nearly 50 carrot producers led by Bolthouse Farms (calling themselves “A Bunch of Carrot Farmers”) sought to promote baby-cut carrots as an alternative to junk food for children. The campaign mimicked tactics typically employed by snack food marketers, including snack-food-like packaging; futuristic, sexual, and extreme sports-themed TV commercials; carrot vending machines in schools; and an iPhone game and website. As of September 2016, the company markets packaged baby-cut carrots with cartoon mascots and spicing shakers under the name “Kids Veggie Snackers,” including Carrot Meets Ranch (ranch dressing spices, cowboy carrot mascot) and Carrot Meets Chili Lime (cartoon hot pepper and carrot in romantic pairing).