Disney Kitchen extends healthy eating Mission partnership with new character ranges

Disney Kitchen has extended its partnership with the UK branded wrap firm Mission for a range of new flavours with packaging featuring iconic Disney characters.

It’s been billed as a category first in the UK as Mission has launched new carrot, tomato ketchup and strawberry flavours. Part of the Disney Kitchen family of licensed products, the new Mission mini wraps range will carry packaging featuring Disney characters that children know and love.

Alongside Disney characters, packaging for the mini wraps will now also carry the Disney Kitchen logo and banner, which includes nutritional information such as low in sugar and made with wholegrain, to help make balanced choices easier for parents. 

By featuring the Disney Kitchen banner, the wraps also meet Disney’s European nutritional guidelines which promote fruit, vegetables and wholegrain and set limits on sugar, salt, fats and portion sizes.

Consumer research has revealed that 80 per cent of parents surveyed by Disney believe that the brand has a "unique ability to influence children to make healthier choices because of the power of its characters." 

“The healthy food options for kids aren’t always fun and the fun options aren’t always healthy,” says Louise Pike, marketing and innovation director at Mission. 

“Our new Disney Kitchen mini wrap range has been specifically created to help parents improve mealtimes with simple yet creative and nutritionally-balanced solutions that will help to make mealtimes easier and more enjoyable as more than two thirds (69 per cent) of parents find it difficult to ensure that their children eat a healthy and balanced diet.

“Mini wraps are incredibly versatile and fit as easily into a lunchbox as they do on the dinner table or as a snack alongside the sports field. Even breakfasts can become more fun and our carrot wraps can also help incorporate vegetables early into the day. We’re looking forward to seeing the fun families and kids can have with their creations."

The mini wraps range will be available from the end of December with an MRSP of £1.29 for a pack of six wraps and will be supported with a range of activities, including sampling, in-store activations and a social media campaign.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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