Fruit snacks and entertainment’s favorite characters will join forces this summer, when General Mills introduces an exciting new line-up of Disney-themed fruit snacks. Targeted for kids ages 5-12, the product line will include three permanent SKUs debuting in June – Winnie the Pooh Fruit Snacks, Mickey Mouse Fruity Peel-Outs, and Disney’s Princess Rolls. In addition, two movie-based, in-and-out fruit snacks will be released each year.
New product innovation continues to be a successful marketing strategy for Betty Crocker Fruit Snacks, which launched six new products in 1999. Those products included Tropical Gushers, Stretchy Faces Fruit Roll-Ups, and Pokemon Rolls.
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“Licensed equities are an integral part of new product innovation, and these Disney-themed fruit snacks will be a powerful force in the fruit snack aisle,” says Jim Murphy, director of General Mills’ Kid Snacks. “Not only will they highlight many of entertainment’s most beloved animated characters, but they’ll also feature the latest and greatest from Walt Disney Pictures.”
Winnie the Pooh Fruit Snacks will include shapes of Pooh, Tigger, Eeyore, Piglet, Roo and Rabbit. The shapes will have cherry, orange, grape and strawberry flavors. Winnie the Pooh merchandise has had phenomenal success and celebrating these popular characters, Winnie the Pooh Fruit Snacks are expected to enjoy similar success.
Mickey Mouse Fruity Peel-Outs will let kids peel shapes of Mickey Mouse, Minnie Mouse, Donald Duck, Daisy Duck, Pluto and Goofy right out of their fruit snack. The red, fruit punch-flavored peel-outs will show Mickey and his pals engaged in fun activities such as hanging out at the beach, playing sports, performing in a band and going to school. The packaging will feature Mickey and his dog Pluto. Disney recently launched the first-ever Mickey TV advertising campaign, which will also be supported by a company-wide marketing effort behind the property.
Disney’s Princess Rolls will be the first 100 percent girl-targeted SKU from Betty Crocker Fruit Snacks. This product builds upon Disney’s new “Princess” brand, which brings together its most popular princesses – Cinderella, Snow White, Sleeping Beauty’s Aurora, Beauty and the Beast’s Belle and Aladdin’s Jasmine – in one setting. One princess will be featured on each fruit snack pouch and the backing paper will feature games and activities that allow little girls to imagine that they can “Be a Princess.” The red, punch-flavored fruit snacks are a great fit since they target Disney’s core girl demographic.
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By GlobalDataTo tie in with Disney’s biggest summer release, Betty Crocker will also launch an in-and-out product, Dinosaur Movie Rolls, scheduled to hit store shelves in April. Each pouch will feature a different character from the movie: Aladar, Pilo, Neera, Url or Bruton. Kids can find movie-related activities on the backing paper including seek-and-finds, mazes and dinosaur trivia. Over 90 million people have already seen the trailer for Dinosaurs, the highly-anticipated summer release about the dinosaurs’ attempt to survive a comet.
Each new Disney-themed fruit snack will sell for an approximate retail price of $2.49.
General Mills pioneered the fruit snacks industry in 1983 when the company introduced Fruit Roll-Ups. Today, Betty Crocker Fruit Snacks remain the market leader, producing over half of all fruit snacks sold.
