As part of its Healthy Living Commitment using its popular characters to promote healthy lifestyles for kids and families, Disney UK has revealed a new packaging design in the form of Disney Kitchen.
The new Disney Kitchen label on licensed food and drink products is a banner that includes nutritional information, alongside the characters that children know and love.
All licensed products that feature the Disney Kitchen banner meet Disney’s European nutritional guidelines which promote fruit, vegetables and wholegrain while setting limits on sugar, fats and portion sizes in products across everyday categories like breakfast, lunchbox and on the go snacking.
Products in the Disney Kitchen range feature some of Disney’s most recognisable characters such as Mickey Mouse, Star Wars’ stormtroopers, Frozen’s Anna and Elsa and Lightning McQueen from Disney Pixar Cars.
Disney Kitchen currently has licensing agreements with Asda, Danone Waters, Kellogg’s, Yoplait, the Lightbody Ventures toddler range and more.
Marianthi O’Dwyer, vice president, healthy living UK and FMCG EMEA at The Walt Disney Company, said: “The introduction of Disney Kitchen in the UK comes as part of our wider healthy living commitment where we can use our characters and stories to positively affect the choices children and parents make around food and activity.
“parents have told us there is a role for Disney to play, so we will help where we can. Disney Kitchen is a great example of how we can use our reach and work with the right partners to encourage children and families to choose healthier food and drink options.”
Becky Illingworth, category manager at Asda, added: “Since launching Disny Kitchen into our yoghurts range earlier this year, we have already seen a great reaction from customers. It is important for us to offer great choices for children, and using popular Disney characters makes them even more appealing.”