DCP enters frozen food market

Samantha Loveday

By Samantha Loveday

September 3rd 2008 at 10:30AM
DCP enters frozen food market

New range of foods including pizza and potato shapes now available at Morrisons supermarkets.

Disney Consumer Products and McEvoy Foods have launched a new range of frozen foods starring Mickey Mouse.

The first phase consists of four products: Mickey Chicken Nuggets, Mickey Potato Shapes and two varieties of Mickey-shaped pizzas, cheese and tomato and Hawaiian style with ham and pineapple.

Each product is shaped in the iconic image of Mickey's head and ears, while the character is also prominently featured on the packaging. The range has been developed to comply with The Walt Disney Company's nutritional guidelines which control calories, fat, saturated fat, sodium and sugar, and eliminate trans fats altogether.

For example, the firm says that the Mickey Chicken Nuggets contain 25 per cent fewer calories and 55 per cent less saturated fat than other equivalent products, and both pizzas contain 28 per cent less fat than other equivalent pizzas in the frozen food section.

The range launched in Morrisons supermarkets earlier this week and will move into wider retail from November.

"Disney Consumer Products is committed to giving parents food choices they can approve of while at the same time exciting their kids," explained Dan Dossa, director, DCP, food, healthy and beauty UK. "These frozen food products are important additions to our growing range of healthier food options, which we hope will make it easier for parents to get their kids to consume a more balanced diet."

Howard McEvoy, MD at McEvoy Foods, added: "We are really pleased to be working with Disney, using our expertise in frozen foods to develop healthier products that kids love, while still retaining the great taste.

"This is the first time we have developed products in the iconic shape of Mickey Mouse's head and ears, but we are really happy with the results and we are confident parents and kids will be too."