Disney licence for children's premium brand prepacks Waitrose makes fruit fun in Winnie the Pooh push Disney characters from the Winnie the Pooh cartoons will be used for the first time to create a premium brand of prepacked fruits for Waitrose to appeal to children. The initial range, in its 136 branches from next week, will include English Gala apples (800g polybags, rsp: £1.29), Caribbean bananas (polybagged in fives, rsp: 99p) and Spanish easy peelers (800g nets, rsp: £1.49). All will contain free gifts, starting with a series of collectible sellophane wrapped stickers. Called Fun Fruits, they will be promoted in special display areas in the fresh produce departments. Within the packs, individual fruit will also be labelled with the Disney characters while the legally required source of origin will be on the outer. Grapes may be introduced before Christmas. Under the licensing system, Disney receives a royalty on each pack. Waitrose did not give any details of anticipated targets in either volume or value. Suppliers expect to benefit from increased sales as packs are based on smaller sized fruit. Qualitative research by the licensee Red Communications showed "high expectations". "Parents firmly believed making fruit fun would encourage children to make more of it, reinforcing the government's current Five a Day campaign," said md John Valentine."The fruit will be available only at Waitrose for an initial six-month period." {{FRESH PRODUCE }}