A year after the Walt Disney Company announced key policies to associate its brands and characters with a more nutritionally balanced range of foods, Disney Consumer Products has struck a new deal with Tesco.
The two companies will be launching a line of healthy Tesco/Disney-branded food products featuring Disney and Pixar characters.
In addition to meeting Disney's nutritional guidelines, no artifical flavours, articifical colours and non added trans fats will be used in any of the products. The first items will launch in November and will expand throughout 2008.
The initiative follows a spate of similar activity by Disney in the States. Last week it launched its Disney Garden line, a new range of character-themed fruit and vegetable snacks and sides that are kid-tested and conveniently packaged.
Disney has also just premiered a daily series of short form programming during Hannah Montana called Pass the Plate. The segments focus on the preparation and nutritional benefits of one food item - mangoes, rice, fish, tomatoes, bananas and spinach.
"Parents around the world clearly want help in achieving a healthier lifestyle for their families and we are happy to be their partner in reaching that important goal," said Jennifer Anopolsky, senior VP of corporate social responsibility at the Walt Disney Company.