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.