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Disney Kitchen label unwrapped in food aisles

All licensed products that feature the Disney Kitchen banner meet company’s European nutritional guidelines.

Disney has unwrapped a new packaging design – Disney Kitchen – on its licensed food and drink products.

The label is aiming to help make it easier for families to make balanced food choices. It includes nutritional information, alongside popular characters such as Mickey Mouse, Anna and Elsa from Frozen, the Stormtroopers from Star Wars and Lightning McQueen from Cars.

In addition, Disney UK has also launched Marvel Kitchen for Marvel licensed products.

All licensed products that feature the Disney Kitchen banner meet Disney’s European nutritional guidelines which promote fruit, vegetables and wholegrain and set limits on sugar, salt, fats and portion sizes in products across everyday categories like breakfast, lunchbox and on-the-go snacking.

The new Disney Kitchen label also aligns partner products under a consistent, identifiable banner, and enables retailers to clearly promote the range across multiple aisles and grocery categories in-store.

Disney Kitchen currently has licensing agreements with Asda, Danone Waters, Kellogg’s, Yoplait and the Lightbody Ventures toddler range among others.

“The introduction of Disney Kitchen in the UK comes as part of our wider healthy living commitment where we can use our characters and stories to positively affect the choices children and parents make around food and activity – and be a force for good,” said Marianthi O’Dwyer, vp healthy living UK and FMCG EMEA, at The Walt Disney Company.

“Parents have told us there is a role for Disney to play, so we will help where we can. Disney Kitchen is a great example of how we can use our reach and work with the right partners to encourage children and families to choose healthier food and drink options.”

Becky Illingworth, category manager at Asda, added: “Since launching Disney Kitchen into our yoghurts range earlier this year, we’ve already seen a great reaction from customers. It’s important for us to offer great choices for children, and using popular Disney characters makes them even more appealing.”

In 2006, The Walt Disney Company made a global commitment to support parents and create healthier families by using its stories and characters to make healthy living simple and fun.

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