Following its first major direct-to-retail food deal in North America with US grocery giant Krogers in late 2006, Disney Consumer Products has teamed up Canada’s Sobeys, owners of Sobeys, IGA Extra, IGA, Foodland and Price Chopper supermarket chains. Co-branded as Compliments Junior Disney, the line that launched yesterday includes nearly 100 new food options for wee consumers.

The products are aimed at kids three to 12, who are so good at spying familiar characters on-pack and demanding what’s inside. But they’re also sure strike a chord with nutrition-minded parents. The products range from dried fruit snacks to Mickey-shaped burgers, Alpha-Taters (mashed potato letters) and Disney fruit.

The products contain no artificial flavors, colors or hydrogenated oils, and packaging features popular Disney characters along with Canada’s Food Guide serving information. The packaging also takes the guesswork out of evaluating nutritional information by indicating key positive product attributes through the use of four icons, highlighting the specific benefits of relevant nutrients to teeth, bones, eyes or muscles.

Compliments Junior Disney products are now rolling out across Canada at Sobeys, IGA Extra, IGA, Foodland and Price Chopper stores. The line will be available in Quebec at IGA, Marché Bonichoix and Les Marchés Tradition stores later this fall, with the full range of products in stores by January.

Advertising to introduce Compliments Junior Disney line includes a 30-second television spot, which will begins airing on conventional and specialty English channels this week, as well as full-page ads and advertorials in lifestyle and parenting magazines. Online, the products now have their own section on www.compliments.ca. To reach core grocery shoppers, i.e. mom, Sobeys free in-store magazine, Inspired, has begun featuring the new food line in double-page spreads.