Tie-up aims to increase children’s engagement with fruit and will run throughout 2026
Morrisons has joined forces with Disney to launch special branded packs of wholehead and prepared fruit and encourage children to snack more healthily.
Seven new lines landed at the grocery chain on 6 January – three wholehead and four prepared – in formats and at price points to attract families with children.
The wholehead products are a six-pack of apples, a five-pack of pears, and a 500g of net of easy peelers – all priced at 85p each.
While the prepared offering includes watermelon ‘fans’, pineapple ‘lollies’, snack bags of grapes, and snack bags of apple and grapes – priced at 60p each and on a four for £2 deal.
There are free-standing carboard shipper units displaying the wholehead products in 300 Morrisons stores nationwide.
These currently feature Lilo & Stitch branding, following the movie’s major success at the box office last year, with plans to switch to other Disney characters later in 2026 when new films come out.
The tie-up with Disney is Morrisons’ first in the fresh produce category and will run for the whole of 2026, with plans for a redesign of packs and fixtures halfway through the year.
“We’re using Disney as a vehicle to encourage children to eat more healthily,” said Declan Keaney, a senior trader at Morrisons who is spearheading the project.
“We’ve seen how partnerships with the likes of Bluey and Disney have helped encourage kids to brush their teeth. They’ve been effective at getting that engagement from children, so the aim was to bring that over into the fruit world and get kids to engage with eating fruit rather than turning to unhealthy snacks instead.”
