A food line offering healthy alternatives will be among the first products to be released.
Approximately 100 food items will launch throughout the year, including fruits, breakfast foods, cheese and yogurts, frozen and canned pasta, fresh and frozen meals, vegetables with dip, granola bars, fruits cups and applesauce, and staples such as macaroni and cheese and peanut butter and jelly.
Disney Magic Selections products will be available at more than 2,400 Kroger stores, including Ralphs, Fry’s, Fred Meyer, King Soopers, Dillons and other banner supermarkets owned by Kroger around the country.
“This programme with Kroger is especially exciting because it combines the leading grocer in the country with the world’s most popular family entertainment brand to bring an affordable product line to market that kids will enjoy and parents will trust,” said Harry Dolman, executive vice president of Disney Consumer Products for food, health and beauty. “Disney Magic Selections products are healthy, entertaining choices for the breakfast counter, the lunch box, the dinner table, bath time and beyond.”
The range includes packaging featuring a Mickey Mouse “thumbs up” logo such as “0 Grams Trans Fat,” “Made with Whole Grains” and “No Preservatives.”
The packaging back panels will feature trivia, games and educational messages about healthy eating and lifestyle and will also direct kids to a Disney website.
Signage and aisle displays in Kroger stores will feature the likeness of Mickey Mouse as “Chef Mickey” and “Farmer Mickey” promoting the tie-up.