Disney-branded mini apples and easy peelers are launching in Ocado this month
Beloved Disney characters will play a key role in encouraging kids to eat more fruit as part of a major new initiative.
Launching initially in Ocado on 20 November, branded easy peel citrus and mini apples will be the first in a series of products linked to upcoming Disney releases such as December’s Disney Mufasa: The Lion King and the all-new live action movie Disney Lilo & Stitch.
The tieup between Disney and licensee Red Communications sees grocery retailers in the UK and Ireland offered the opportunity to sell branded fresh, prepared and dried fruit featuring some of the entertainment giant’s iconic characters and movies.
As the initiative grows, it will be backed by marketing materials including a website with interactive games, competitions, fun facts about fruit, healthy eating tips and more, all featuring Disney graphics and characters.
Packs of Disney fruit will feature different characters, with six to collect on the easy peelers and five on the apples.
The apples and citrus will be packed by The Orchard Fruit Company.
Martha Springham, trading manager for produce at Ocado Retail, said: “We hope this important initiative will encourage more children to choose healthy fruit as their snacks. We know how kids are drawn to colourful packaging featuring their favourite characters, and are excited to offer this to our customers in the fresh produce category.”
Further product lines will be announced as the initiative develops, with additional supermarkets expected to participate in the coming months.
John Valentine, managing director at Red Communications, described it as a unique opportunity to help promote better eating habits. “We want to make eating healthily fun for kids, and encourage them to pick out healthier snacks,” he explained. “Creating positive associations with fruit from a young age will help develop lasting good habits as kids learn to love a wide range of delicious fresh produce.”
The launch comes against the backdrop of Lord Darzi’s sobering report on the state of the NHS in September, which noted that 2.5 million children and young people in England are affected by excess weight or obesity, with 1.2mn living with obesity-related complications.
While studies have shown that children are more likely to be drawn to foods and enjoy their taste if they have recognisable cartoon characters on them, marketing has tended to be heavily weighted in favour of products high in fat, salt and sugar (HFSS).
The new Disney campaign aims to turn this trend on its head by forming positive associations with healthy fresh produce and developing children’s desire to seek out fruit as a snack.
