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Disney, Kroger Cut Healthy Food Deal

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."

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