Disney has pledged its name to branded fresh fruit in Tesco and other European supermarkets to appear more health-friendly as its venture with McDonald’s approaches expiration.
Disney satsumas have already been introduced at Tesco and the chain is working on adding apples and bananas to the brand.
The Disney brand is highlighted by character stickers on the fruit skins - such as Winnie the Pooh on the Tesco satsumas - which are promoted as sticker book collectibles,
Disney has joined forces with a marketing and supply company already associated with Tesco, in order to select products that will suitably supplement the retailer’s existing offer.
Andy Mooney, chairman of Disney Consumer Products, said: “We are trying to develop 'better for you' [food] ranges for kids."
The multinational cartoon company has also launched baby tomatoes into French retailer Champion, with plans for more fresh produce items to follow.
German retailer Metro is stocking Disney-branded mini bananas and a partnership with Imagination Farms in the US will see several stone fruit items launched there later this month.
Food has become big business for Disney in the last year, with the introduction of some 300 new items across European retailers.
The company is now seeking to distance itself from unhealthy options, such as pizza and pasta, and Mooney says it will not renew its 10-year international contract with McDonald’s when it expires at the end of the year.
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