Will Princess Elsa’s face on a bunch of broccoli make more kids want to eat their vegetables? That remains to be seen, but Dole and Disney are willing to try, with a new line of co-branded produce featuring Disney, Pixar, Star Wars and Marvel characters.
The partnership will include Disney-branded Dole bananas, pineapples, berries and vegetables that will be sold in grocery and retail stores, the companies announced today.
Dole and Disney will follow that up with the launch of a health and nutrition education programs with themes based on popular Disney, Star Wars, and Marvel characters and movies, with themed recipes that tie in Dole products.
“Disney and Dole have a shared mission of providing high quality produce to help families lead healthier lives,” said Josh Silverman, executive vice president of global licensing, Disney Consumer Products and Interactive Media. “As an industry leader in licensed food, we are excited to pair our unrivaled 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.”
Disney said in 2012 it would accept fewer junk-food ads for its children’s TV shows, radio shows, and websites, and only run ads for products that meet nutritional guidelines it voluntarily developed in line with government standards.
This isn’t the first time Dole and Disney have joined forces, Reuters notes: Dole has been the corporate sponsor of the “Enchanted Tiki Room” attraction in Disneyland Park since 1976, which offers a frozen dessert known as the “Dole Whip.”
by Mary Beth Quirk via Consumerist