While strolling through your neighborhood supermarket you may notice some of your favorite Disney characters right next to you on a shelf or in an aisle thanks to the Company’s commitment to helping families make good nutritional choices for years. In 2006, Walt Disney Parks and Resorts debuted healthy meals and snacks that follow landmark nutritional guidelines and 2010 saw the launch of the Company-wide Disney Magic of Healthy Living initiative, a program that encourages smart eating and fun exercise.
Naturally, Disney Consumer Products (DCP)—as the Disney’s consumables arm—took on the challenge of creating appealing Disney-branded fruits, vegetables, snacks and lunches to help further the Company’s commitment to good health. As the national tide turns towards a healthier lifestyle, it’s no surprise that sales of these items have tripled over the last two years. In fact, more than 3.1 billion servings of Disney-branded fruits and vegetables that support the groundbreaking Disney Magic of Healthy Living initiative are flying off the shelves. Disney-themed fruits and vegetables have been served in the United States since 2006!
“Combining Disney stories and characters with a message about healthier living is a win-win for DCP, our licensees and retail partners,” John King, director, Licensing, Consumables, DCP, says. “We understand that kids have an emotional connection to our characters and stories, and this gives us a unique opportunity to continue to inspire and encourage them to lead healthier lives.”
Leveraging that success, we recently launched a slew of new branded items at the Produce Marketing Association’s (PMA) Fresh Summit Convention & Expo in New Orleans, Louisiana. And for the first time, DCP’s PMA booth experience featured artwork from the Marvel Universe and even Star Wars, embodying the entirety of Disney’s entertainment brands under one umbrella.
But it’s not just about creating products Disney fans will enjoy—it’s about how the products help drive the message of Disney Magic of Healthy Living home. “The initiative was created to inspire kids and families to lead healthier lifestyles,” John adds, “and our success shows that kids and parents are receiving the message and incorporating more fruits and vegetables in their daily meals.”