Disney characters are being used to help boost fruit consumption in children as part of a new partnership between the Hollywood studio and growers.
The initiative, launching on 20 November, will see branded easy peel citrus and mini apples become available in Ocado.
The products will be linked to upcoming Disney releases such as December’s Disney Mufasa: The Lion King and the live action movie Disney Lilo & Stitch.
The tie-up between Disney and licensee Red Communications will offer retailers the opportunity to sell branded fresh, prepared, and dried fruit featuring some of the entertainment giant’s characters and movies.
“We hope this important initiative will encourage more children to choose healthy fruit as their snacks,” said Martha Springham, trading manager for produce at Ocado Retail. “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.”
The apples and citrus will be packed by The Orchard Fruit Company.
Further product lines will be announced as the initiative develops and it will be supported 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.
“We want to make eating healthily fun for kids, and encourage them to pick out healthier snacks,” said John Valentine, managing director at Red Communications. “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.”
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