The deal marks the first time Disney has tied with a supermarket in this way. It currently has licensing agreements with a number of food companies incorporating products such as dried fruit, smoothies and cereals. These will co-exist alongside the planned range, according to a spokeswoman for Disney.
The range, developed in accordance with nutritional advice, will be restricted to 'better-for-you' products that place limits on calories, fat, saturated fat, sugar and sodium. They will contain no artificial flavours or colours or added transfats.
Fresh fruits including apples, pears and bananas will be the first products in the range, which will launch in November. By January it will include yoghurts, cereal, bakery items and milk, with further products planned during the next 12 months.
The launch will be backed by a promotional drive from January covering advertising, PR and in-store activity.
The deal comes a week after Disney's US consumer business expanded its character-themed fruit and vegetable snacks line Disney Garden.
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