Disney faced criticism for contributing to childhood obesity through its licensed sugary and processed foods. It studied mothers' preferences and found they associated Disney with high quality and trusted it for children's foods. Disney then established nutrition guidelines, controlling sugar, fat and additives. It focused on whole foods and made healthy options more fun through packaging and shapes. Disney partnered with Kroger to launch Imagination Farms, offering milk, peanut butter and packaged fruits and vegetables meeting Disney's new standards.

2. BACKGROUND

4. Media &
networks
Parks and
Resorts
Studio
Entertainment
DCP
Business
Segment

5. SITUATION

6. (
Toys Fashion
Home
Health and
beauty
Stationery
(1/3)

8. DISNEY Faced Criticism for
contributing to obesity epidemic
(2/3)

9. It also has license of packaged foods like candy and ice
cream.
(3/3)

11. Could Disney use its
“magic” to switch
from sugary,
processed foods to
more nutritious diet?

13. The food needs to taste good and at the same
time should be healthy.

14. DCP products need to meet the dietary
guidelines of USDA

16. Used focus groups, group sessions and shopping trips
with mothers of children to learn about the products that
would be successful in the market.

17. OBSERVATIONS

18. Mothers perceived Disney brand as of high quality,
trustworthy and familiar to a line of food and beverages.
Mothers associated Disney strongly with “magic”.
Children influenced purchase decision
Peer pressure and advertising strongly influenced kids
preferences.

19. Analysis

20. Fun, graphic shapes products are
more attracting to children.
Portion controlled, high quality,
taste good, reduced fat and sugar.

21. What did
they do?

22. 1. Control levels of added sugar
2.Contain no trans or hydrogenated
fats.
3. Promote fiber and calcium.
4. Minimize the use of additives.
5.Prefer to use whole foods that
intrinsically dense in nutrients.
Nutrition Control
DISNEY Nutrition Guidelines

24. Creating Food Products

25. 1.Offer Products that already had broad
appeal such as milk or peanut butter.

26. 2.Products that are already healthy and
make more “fun”.
Example : wheat pasta in different
shapes

27. 3.Packaging to inspire product sampling,
such as making water bottles in the
shape of characters.

29. Imagination Farms

30. Disney’s Strength

31. Disney partnered with Kroger

34. What else
can Disney
do?

36. Healthy food campaigns for parents should be
organized

37. Should be brought into the market to attract
customers.

38. Thank you