Reatiler’s tie-in with Disney hoped to encourage children to eat fruit as they return to school
Morrisons has launched three Winnie the Pooh themed lines of fruit packaging as part of the retailer’s tie-in with Disney.
Launched in time for Back to School season, the range includes a six-pack of apples, a five-pack of pears and a 500g easy-peeler pack.
The late-August rollout will be supported by in-store point-of-sale activity.
Declan Keaney, senior fresh produce trader at Morrisons, said: “We are delighted to keep supporting an initiative that helps children make healthier choices.”
The launch also coincides with the 100-year anniversary of the publication of AA Milne’s classic, first released in 1926.
Keaney added: “Winnie the Pooh is an iconic character that is beloved by both kids and their parents, which is why we were so keen to make sure we are offering the fruit in time for kids to have in their lunchboxes as soon as they go back to school.”
The retailer said it has already seen a great response from parents and children to its wider Disney fruit range, such as previous fruit packs featuring Disney’s Stitch and Angel.
John Valentine, managing director of Disney licensee RED Communications, added: “The fresh produce industry needs to do more positive marketing, and this latest initiative from Disney and Morrisons fits the bill perfectly.
“With the current focus on kids’ health, it’s so important to encourage households with children aged under 10 to consume more fresh fruit,” he added.
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.
Valentine added: “At a time when so much of the food industry’s marketing is spent on unhealthy food, it’s great to see a major supermarket supporting such a worthwhile initiative.”
