Disney, Nickelodeon Push Healthy Eating
In a move to promote healthy eating among kids, Nickelodeon and the Walt Disney Co. are focusing more on linking their famous characters with nutritious products, including fruit.
Disney said yesterday it would only tie its characters to lower-calorie foods over consumers’ and politicians’ concerns about childhood obesity. The company said it would begin serving healthier meals at U.S. theme parks and reduce fat and sugar content in Disney-branded foods. As part of the plan, Disney wants to eliminate all added trans fats and boost nutritional value for kids and adults at its parks by 2007.
The new meals started rolling out this month and include a choice of low fat milk, 100% fruit juice or water and a side dish, including unsweetened applesauce, baby carrots or fresh fruit.
“An overwhelming majority of parents tell us they prefer the more nutritious meals for their children over other options,” said Jay Rasulo, chairman of Walt Disney Parks and Resorts, in a statement.
Disney in May ended its 10-year marketing relationship with McDonald’s for Happy Meal premiums amid speculation that it did not want to be associated with a brand that promotes many high fat food items (PROMO Xtra, May 9, 2006). McDonald’s however, maintains it offers healthy menu options, including fruit and salads, and advertises its Happy Meals featuring Chicken McNuggets, milk and Apple Dippers, as opposed to a meal pushing with soda and French fries.
In addition, Disney plans to offer new low-fat and vegetarian options, including a new hamburger that contains only 20% fat content and hamburger buns with 10% whole wheat and is testing a new pizza with lower bread and lower-fat cheese content. The company is also working with manufacturers to reformulate recipes for candy, packaged foods and bakery items sold at its parks.
In a separate deal, Nickelodeon is teaming up with Summeripe Worldwide in a multi-year licensing agreement to put SpongeBob SquarePants and Dora the Explorer on packages of farm fresh peaches, plums and nectarines. It struck a similar deal in July with Borton & Sons (PROMO Xtra, July 20, 2006).
Starting in the spring of 2007, child-size packages of yellow and white flesh peaches and nectarines, and plums and pluots will feature SpongeBob SquarePants and Dora the Explorer graphics on pack.
“Adding SpongeBob and Dora peaches, plums and nectarines to our successful assortment of Nickelodeon branded fruits and vegetables will make the produce aisle even more kid-friendly,” said Sherice Torres, VP-Nickelodeon & Viacom Consumer Products, in a statement. “Nickelodeon is committed to encouraging kids to eat right and make healthy food choices.”
In addition, Nickelodeon has committed $30 million and 10% of its airtime to health and wellness messages via program and PSA campaigns.
