Disney, Kroger Cut Healthy Food Deal
Brandweek, Tuesday, July 25, 2006 1:15 PM
In the wake of the childhood obesity controversy, Disney Consumer Products will introduce a line of more than 100 Disney-branded healthy food products through a new deal with supermarket chain Kroger. The company plans to have products in 12 categories, including water, juices (low-sugar), milk, fruits, vegetables, pastas, soups, breads, yogurts, meats, cheese and portion-control snacks like ice cream and biscuits. All will be marketed under the brand name Disney Magic Selections. On the packs will be Woody and Buzz Lightyear ("Toy Story"), Mike Wazowski ("Monsters, Inc.") Dashiell "Dash" Parr ("The Incredibles"), Tigger, Winnie the Pooh, and, of course, Mickey Mouse. Products are hitting Kroger stores now. The line will essentially become Kroger's private label brand for kids, bringing Kroger its fourth own-store brand. Cincinnati-based Kroger is the nation's largest traditional supermarket chain in the U.S., with more than 2,500 grocery stores. Before launching the line, Disney conducted extensive research to gauge parents' concerns about their kids' health. "They told us they're worried and want healthy eating solutions," says John Honeck, director of grocery/drug channels at DCP. "They said they trust Disney, and believe that a Disney line would be high quality."
Read the whole story at Brandweek »
Recent Around the Net In Brand Marketing Articles
-
Domino's Brazil: DVD Boxes That Smell Like Pizza May 20, 8:05 a.m.
Domino’s Brazil is launching a “smellvertising” campaign. A YouTube video explains how a special thermal ink on ... -
YouTube Lets You Shop Products On Videos May 20, 8:05 a.m.
Google is releasing a new "channel gadget" that will aim to shorten the path to purchase and translate ... -
Cracker Jack Ties With Ashley Tisdale May 20, 8:05 a.m.
New Cracker Jack’D in town isn't your grandfather’s caramel-covered popcorn snacking food. The rebranded and remodeled ... -
More States Consider Raising Tobacco-Use Age May 20, 8:05 a.m.
In April, several members of the New York City Council introduced legislation that would raise the ... -
More States Consider Raising Tobacco-Use Age May 20, 8:05 a.m.
In April, several members of the New York City Council introduced legislation that would raise the ... -
Asian Supermarkets Appeal To Younger Shoppers May 20, 8:05 a.m.
New Asian supermarkets are using wood tones, broom-finished concrete floors, recycled materials and English-only signage. “Consumers ... -
End It Like Beckham May 20, 8:05 a.m.
David Beckham, known as much for his off-field, high-profile endeavors and his marriage to Victoria “Posh ... -
Are Facebook's 'Likes' Free Speech? May 17, 9:46 a.m.
In a court room in Virginia, Facebook's lawyers are busy arguing that the social network's “Like” ... -
The Next Martha Stewart May 17, 9:46 a.m.
Brit Morin may be the next -- or at the least a digital -- Martha Stewart. ... -
Kroger Defends Ditching Double Coupons May 17, 9:46 a.m.
Kroger's CFO said the grocery chain's double coupons in several markets was “a very expensive reward ...
Be the first to comment on "Disney, Kroger Cut Healthy Food Deal"
Leave a Comment