Kroger, Disney form exclusive branded products agreement

The first products to launch include a food line offering healthy alternatives, while personal care products, baby and toddler products, and floral items will launch in 2007. Approximately 100 food items will launch throughout 2006, with the majority of products giving families "fun and healthier" alternatives. The line will include items that are inherently healthy such as fresh fruits in kid-size packages, while other product categories such as snacks, meals and popular staple foods will feature numerous items with improved formulations offering controlled levels of calories, fat and sugar. Kroger said almost all of the products during the initial launch will contain zero grams of trans fat and the target is for all Disney Magic Selections-branded food products to meet this goal by the end of 2007. The initial roll-out will include fruits, breakfast foods, cheese and yogurts. Additional food products to be introduced throughout the year include: character-shaped frozen and canned pasta; fresh and frozen meals; cut vegetables with dip; and snacks including granola bars, fruits cups and apple sauce. "This program 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. The healthy food range will be identified by branding and packaging designed to specifically call out nutritional attributes to parents featuring a Mickey Mouse 'thumbs up' logo. The packaging back panels will feature trivia, games and educational messages about healthy eating and lifestyle. 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 across the US.