Dole Food Co. has entered into a tie-up with Disney in a move that will see the companies launch co-branded fresh produce featuring Disney, Pixar, Star Wars and Marvel characters. 

The new line will be rolled out to retail customers throughout the US.

The two brands will launch their first “programme” this autumn, the companies said. This will include consumer promotions, digital integrations, in-store activities, and themed recipes featuring Dole products. More themed programmes linked to Disney-owned characters are planned for 2017. 

“As an industry leader in licensed food, we are excited to pair our unrivalled portfolio of brands, characters and stories with Dole’s fresh fruits and vegetables to support parents as they encourage their kids to make healthier food choices,” said Josh Silverman, executive vice president of global licensing for Disney’s consumer products and interactive media division.

“As one of the world’s foremost nutrition leaders, Dole is excited to partner with Disney to take both companies’ commitment to health and wellness to the next level. Together, we can do even more to deliver fun, educational and nutritional information around the power of produce to individuals and families across North America,” added Bil Goldfield, director of communications for Dole.

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By GlobalData