The initial product line will feature mini apples and easy-peel citrus fruits, launching on Ocado on 20 November. These items are just the start of a series of Disney-branded fruit products, with future releases linked to major Disney films, including "Mufasa: The Lion King" in December and the live-action "Lilo & Stitch" remake in 2025. This collaboration between Disney and licensee Red Communications offers grocery retailers in the UK and Ireland the chance to sell fresh, prepared, and dried fruit branded with some of Disney’s most iconic characters and movies.

Ocado Retail & the Orchard Fruit Company

As the initiative develops, it will be supported by various marketing materials, including a dedicated website featuring interactive games, competitions, fun facts about fruit, healthy eating tips, and more—all incorporating Disney’s well-loved graphics and characters. Disney-themed fruit packs will showcase a range of characters, with six different designs available for the easy peelers and five for the apples. The fruit will be packed by The Orchard Fruit Company.

With other retailers on the coming months

Martha Springham, trading manager for produce at Ocado Retail, shared her enthusiasm for the project: “We are proud to be first to market with this fantastic project, which we hope will encourage more children to choose healthy fruit as their snacks. We know how kids are attracted to colourful packaging featuring their favourite characters, and we are thrilled to offer this to our customers in the fresh produce section.” More product lines are expected to be announced as the initiative advances, with additional supermarkets likely to join in the coming months. John Valentine, managing director at Red Communications, described the initiative as a unique opportunity to promote healthier eating habits. “We believe the positive associations and vibrant branding of the Disney universe will appeal to children and encourage them to ask their parents for healthier snacks,” he said. “Creating positive associations with fruit from a young age will help develop lasting good habits as children learn to love a wide range of delicious fresh produce.”

Obesity affects 2,5 million children in England

The launch comes alongside findings from Lord Darzi’s recent report on the NHS, which revealed that 2.5 million children and young people in England are affected by excess weight or obesity, with 1.2 million experiencing obesity-related health complications. Research has shown that children are more likely to choose and enjoy foods featuring well-known cartoon characters. However, marketing has predominantly favoured products high in fat, salt, and sugar (HFSS). This Disney initiative aims to reverse that trend by forming positive associations with healthy fresh produce and encouraging children to choose fruit as their go-to snack.