Kroger to feature Disney line of food products

by Keith Nunes
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CINCINNATI — The Kroger Co. is launching a new line of food products featuring Walt Disney Co., Burbank, Calif., characters. For the rest of the year, Kroger will introduce approximately 100 food items under the Disney Magic Selections brand. In 2007, the line will be expanded to include baby and toddler products, personal care items and floral products.

The first products to reach Kroger stores will be fruits, breakfast cereals, cheese and yogurts. Products introduced during the remainder of 2006 will include frozen and canned pasta in the shapes of Disney characters, fresh and frozen meals, cut vegetables with dip, snacks, macaroni and cheese, and peanut butter and jelly.

The food line’s packaging is designed to feature the nutritional attributes of individual products. A Mickey Mouse "thumbs up" logo will indicate which products have no trans fatty acids, are made with whole grains or have no preservatives.

"This is a fun, convenient way for customers to bring the magic of Disney to the child’s plate," said Nick Hahn, director of corporate brands for Kroger.

Earlier this year, the Walt Disney Co. announced it was ending its promotional contract with McDonald’s Corp., Oak Brook, Ill., at the end of the year. Going forward, the two companies will work together on a case by case basis, according to Disney.

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