Disney Consumer Products (DCP) announced that it will continue its commitment to helping families eat healthier foods by expanding its produce offering to make Disney-branded produce more widely available and offer more product variety. Families can shop at grocery and national retailers for healthy options including sliced apples and Foodles by Crunch Pak and produce from Dayka Hackett and Chelan Fresh. The expansion effort will include packaging changes to the line of Disney-branded produce such as an update to the recognizable stylized 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. The packaging transition in the marketplace will be seamless and cause no disruption in product availability.
During the next year, DCP’s produce licensees expect to launch several new and refreshed Disney-branded products that capitalize on synergistic promotional opportunities tied to Disney entertainment content and beloved characters. To facilitate the ongoing expansion, DCP will collaborate with Minneapolis, Minn.-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. 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.
John King, director of food for DCP
Disney 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. Under these guidelines, Disney committed to using its name and characters on kid-focused food products that meet specific criteria, including limits on calories, fat, saturated fat and sugar. The guidelines also included a long-term target for balancing the licensed food portfolio such that 85% will be everyday foods with the smaller 15% comprised of special-occasion treats. DCP has achieved this goal in North America.
As part of its ongoing effort to promote healthier lifestyles and nutrition for kids and families, Disney announced last September the Magic of Healthy Living — a national multimedia initiative designed to help parents with their quest to raise healthy, happy kids. The initiative, which included public service announcements featuring First Lady Michelle Obama and young Disney stars, builds on Disney’s commitment to a healthier generation of kids.