It’s been a year since Disney mandated its set of healthy food guidelines and it’s continuing to reinforce them through on-air messaging and food licensing at every turn. Disney Channel US has started airing new Pass the Plate interstitials designed to inspire kids and families to eat better during top-drawing series Hannah Montana. And the UK’s Tesco is the latest grocery giant to enter into a DTR food deal with Disney Consumer Products.
In the US, the short-form Pass the Plate focuses on the preparation and nutritional benefits of one food item such as mangoes, rice, fish, tomatoes, bananas and spinach per episode and then takes viewers on a global tour to show how these foods are enjoyed around the world. The goal is to get kids and tweens to open up to new and nutritious comestibles.
Following in the footsteps of Kroger in the US and Canada’s Sobeys, grocery powerhouse Tesco is launching a line of healthy co-branded foods with Disney Consumer Products that feature Disney and Disney/Pixar characters. The new goods will launch at the UK retailer in November and have been designed to meet Disney’s nutritional guidelines. As for the scope of the deal, the plan is to roll out a limited product line and expand the offering in 2008. The 15-month-old Kroger Disney Magic Selections line, for example, now encompasses 200 SKUs.
With its North American and European healthy food initiatives well underway, DCP is turning its attentions to Japan and China, where it expects to announce similar guidelines next month.