Disney Consumer Products (DCP) has announced that it will continue its commitment to helping families in North America eat healthier foods by expanding its fresh produce offering to make Disney-branded produce more widely available and offer more product variety.
The expansion effort will include packaging changes to the line of Disney-branded produce such as an update to the recognisable stylised green leaf bearing the Disney logo; placement of nutritional information on the front of packaging, making it easier for families to identify healthy foods; and the addition of the Disney Magic of Healthy Living logo.
Revamped products will include sliced apples and Foodles (sold in packaging the shape of Mickey Mouse, with apples, table grapes, cheese, pretzels and other products) from Crunch Pak and produce from Dayka & Hackett and Chelan Fresh Marketing.
During the next year, DCP’s produce licensees expect to launch several new and refreshed Disney-branded products that capitalise on synergistic promotional opportunities tied to Disney entertainment content and beloved characters.
To facilitate the ongoing expansion, DCP will collaborate with Minneapolis-based Golden Sun Marketing to enter into new license agreements with fresh produce growers and shippers.
“Since Disney announced landmark nutritional guidelines associating Disney brands and characters with a more nutritionally balanced range of foods, we have helped bring more than one billion servings of fruits and vegetables to children and parents looking for healthy food choices,” said John King, director of food for DCP.
“By forging relationships directly with leading suppliers and growers, we’re one step ahead in building on this strong foundation. We’re reaching even more families through an expanded product offering with the positive message of eating more fruits and vegetables.”
The company said it understands the challenges faced by parents in regard to their family's nutrition and wants to be part of the solution.
In 2006, Disney announced new food guidelines aimed at giving parents and children healthier eating options.
And as part of its ongoing effort to promote healthier lifestyles and nutrition for kids and families, the group launched last September a national multimedia initiative – the Magic of Healthy Living – designed to help parents with their quest to raise healthy, happy kids.
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