Beloved Disney characters will play a key role in encouraging kids to eat more fruit as part of a major new initiative.
Launched in Ocado on 20 November, branded easy peel citrus and mini apples will be the first in a series of products linked to upcoming Disney releases such as December’s Mufasa: The Lion King and the 2025 live action remake of popular classic Lilo & Stitch.
Martha Springham, trading manager for produce at Ocado Retail, said: : “We hope this important initiative will encourage more children to choose healthy fruit as their snacks. We know how kids are drawn to colourful packaging featuring their favourite characters, and are excited to offer this to our customers in the fresh produce category.”
The apples in Ocado will be supplied by UK-based fruit specialist OrchardWorld, while the citrus will be supplied by sister company Norton Folgate. Further product lines will be announced as the initiative develops.
The launch comes against the backdrop of Lord Darzi’s sobering report on the state of the NHS in September, which noted that 2.5 million children and young people in England are affected by excess weight or obesity, with 1.2 million living with obesity-related complications. While studies have shown that children are more likely to be drawn to foods and enjoy their taste if they have recognisable cartoon characters on them, marketing has tended to be heavily weighted in favour of products high in fat, salt and sugar (HFSS).
The new Disney campaign aims to turn this trend on its head by forming positive associations with healthy fresh produce and developing children’s desire to seek out fruit as a snack. As the initiative grows, it will be backed by marketing materials including a website with interactive games, competitions, fun facts about fruit, healthy eating tips and more, all featuring Disney graphics and characters.