Disney putting a stamp on healthy?

Disney Consumer Products has signed a deal with major US retailer Kroger that will see the supermarket chain stocking more than 100 Walt Disney-branded healthy foods and beverages. Called Disney Magic Selections, the co-branded items will have 12 categories including water, low-sugar juices, milk, fruit, vegetables, pasta, soup, bread, yogurt, meat, cheese, and 'portion-control snacks' such as ice cream and biscuits.

It is the first time Disney has licensed with a food retailer for its own-store brand of products.
Disney's Magic Selections will become the Ohio-based supermarket chain's private label for children in its 2500-plus US stores. It is the second biggest retailer in the US, after Wal-Mart.

Ken Harris, an analyst at Illinois-based Cannondale Associates told Brandweek magazine, "There's no disconnect here. What you're seeing is major properties like Disney recognising the power of retailers' private-label brands and their willingness to market their properties with them. This signals a clue of things to come."

Disney Magic Selections will not carry price premiums and certain products will feature a Mickey Mouse 'thumbs up' logo such as '0 Grams Trans Fat,' 'Made with Whole Grains,' and 'No Preservatives.'

Steve - Although it sounds like a step in the right direction, let's reserve judgement until we see the ingredients!