Multinational fresh produce marketer Dole has signed a deal with entertainment conglomerate Disney to launch a range of fresh fruit and vegetables featuring iconic Disney, Pixar, Star Wars and Marvel characters, starting before the end of the year with grocery and retail stores across the US.
Commenting on the agreement, Dole’s director of communications Bil Goldfield said it had enormous potential to improve the diets of consumers in the US and across the world.
“It’s rare that two iconic brands with as much passion and potential for improving the way America and the world eats can come together to make positive change,” he said.
“As one of the world’s foremost nutrition leaders, Dole is excited to partner with Disney to take both companies’ commitment to health and wellness to the next level. Together, we can do even more to deliver fun, educational and nutritional information around the power of produce to individuals and families across North America.”
Josh Silverman, executive vice president of global licensing at Disney’s Consumer Products and Interactive Media business division, said Dole shared Disney’s goal of providing high-quality produce to help families lead healthier lives.
“As an industry leader in licensed food, we are excited to pair our unrivalled 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,” he commented.
Following an initial launch this autumn, the companies’ are planning to roll out other health and nutrition education programmes based around other Disney, Star Wars and Marvel films and characters in 2017.
According to Disney and Dole, these will include consumer promotions, digital integrations, in-store activities and themed recipes featuring Dole products, designed to encourage children and families to adopt “a diet rich in fresh fruits and vegetables”.