Disney Tries Magic in Kroger Markets

By Sonia Reyes

NEW YORK -- Disney Consumer Products has inked a deal with supermarket retailer Kroger to introduce more than 100 Walt Disney Co.-branded healthful food items.

Disney's Magic Selections will have 12 categories, including water, juices (low-sugar), milk, fruits, vegetables, pastas, soups, breads, yogurts, meats, cheese and such portion-control snacks as ice cream and biscuits.

The health angle potentially takes advantage of the controversy surrounding childhood obesity and the use of cartoon characters on food targeted at kids.

The alliance is the first time Disney has licensed with a food retailer for its own-store brand of products.

On the packs will be Woody and Buzz Lightyear (Toy Story), Mike Wazowski (Monsters, Inc.) Dashiell "Dash" Parr (the superpowered son in The Incredibles), Tigger, Winnie the Pooh and, of course, Mickey Mouse. Products are hitting Kroger stores now.
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