Disney Consumer Products (DCP), its UK consumer arm, has spent the past two years working with Staffordshire-based frozen food group McEvoy Foods to develop Mickey Chicken Nuggets, Mickey Potato Shapes and two Mickey Pizzas, which hit shelves next week.
The four-strong range, which will carry an rsp of between £1.25 and £1.75 and be followed by further variants next year, is the first of a number of new frozen ranges planned for the British market over the next couple of years, said the company
“Significant investment” has gone into the recipes to ensure they complied with The Walt Disney Company’s nutritional guidelines, introduced as part of its commitment to promote healthier foods to children two years ago, it said. The guidelines control the amount of calories, fats, sodium and sugar in all Disney-branded products.
Disney Consumer Products claimed that the Mickey Chicken Nuggets contained 25% fewer calories and 55% less saturated fat than other equivalent products and that the Mickey-shaped pizzas contained 28% less fat than other frozen pizzas in the kids category.
“When you unleash the power of the Disney brand on the retail industry, people take notice,” said Dan Dossa, DCP director. “We hope consumers and retail partners will react positively and mums will have an easier time persuading their children to eat healthily.”
Although Morrisons will exclusively stock the range when it is launched next month, Dossa said other retailers would soon feature in the company’s plans. Disney launched a co-branded range of kids fresh produce, ready meals and dairy foods with Tesco last October, but claimed that the partnership would not be affected by the new deal with Morrisons.