Tesco and Disney are to launch a co-branded range of healthy food products, including fresh produce.
Fresh fruit is among the first in line to get the Disney treatment, with apples, pears and bananas top of the list.
“As a benchmark, the new range will effectively replace the existing kids’ produce range,” a spokeswoman for the new lines told freshinfo. “It will be a soft launch, with products rolled in as reviews take place, with January 2008 our target for the first wave of Tesco Disney fresh produce products to be on sale.”
No details are available yet as to the price points for the range or which Disney and Disney Pixar characters will feature on which lines.
Last year, Disney announced it would be promoting healthier foods to children.
“Disney Consumer Products is committed to giving parents food choices they can approve of, while at the same time exciting their kids,” said Dan Dossa, director of Disney Consumer Products, food, health & beauty UK. “Today’s announcement with Tesco marks an important milestone for our growing UK food business, and we are delighted to work with the UK’s leading retailer to make it easier for parents to get their kids to consume a more balanced diet.”
The Disney-Tesco branding concept is expected to roll out to yoghurt, cereals and milk, in line with strict nutritional guidelines agreed by the two companies.
And Tesco added that the relationship with Disney will make healthier eating fun.
This is not the first time that Disney characters have appeared on fresh produce. The entertainment giant ran a promotion on fruit in Waitrose stores six years ago, featuring Winnie the Pooh on apples, bananas and soft citrus as part of its Fun Fruit range. And last year, Disney pledged its name to fruit in Metro and Champion in continental Europe as well as to Winnie the Pooh satsumas in Tesco.
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