Twelve different characters from Marvel’s Avengers will appear across packs of fruit sold in Morrisons, as part of the retailer’s tie-up with Disney.
Spider-man, The Hulk and Thor are among the superheroes set to feature on packs of apple slices, apples and grapes, pineapple lollies and watermelon fans, in a bid to encourage more children to snack healthily.
The initiative represents the continuation of the retailer’s partnership with Disney.
The collaboration has already seen characters such as Winnie the Pooh and Stitch and Angel from Lilo & Stitch appear across a range of fruit lines.
The new Avengers line launched in-store on 2 November, ahead of the launch of the franchise’s latest blockbuster film Avengers: Doomsday this Christmas.
Morrisons will also be supporting the initiative with a raft of in-store point-of-sale activity.
Declan Keaney, senior fresh produce trade at Morrisons, said: “We are delighted to continue our relationship with Disney and feature some of the greatest characters in movie history on our fruit packs.
“There’s a huge amount of anticipation for the new Avengers: Doomsday release and kids will be able to join in by engaging with their heroes while snacking on healthy fresh produce.”
According to data from Veg Power, 80 per cent of children currently fail to achieve the recommended intake levels of fresh produce, with a third eating under a single portion each day.
In a promotion that coincided with Back to School season this September, the retailer encouraged more children to eat more fruit through offering Disney-theme fruit for 5p.
John Valentine, managing director of Disney licensee RED communications, said it was great to see the relationship between the fresh produce industry and Disney “continue to blossom”.
“It’s fantastic to see such positive marketing, making fruit exciting for children to pick out for their snacks and lunchboxes,” he added.
