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Promote Healthy Eating In Kids

Promote Healthy Eating In Kids. Mission and Goals. Increase Produce consumption among kids!…Disney Garden is our vehicle to do this. Bring new, younger users into the category and further increase sales. Establish market leadership with kids and their parents.

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Promote Healthy Eating In Kids

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  1. Promote Healthy Eating In Kids

  2. Mission and Goals. • Increase Produce consumption among kids!…Disney Garden is our vehicle to do this. • Bring new, younger users into the category and further increase sales. • Establish market leadership with kids and their parents. • Provide excitement to the produce department.

  3. Why we must understand kids

  4. Why it’s important to understand kids Kids have tremendous buying power: • Some 41 million children have direct buying power of more than $40 billion. • Influence $146 billion worth of expenditures. • An average child can recognize 200 logos by first grade. Sources: Packaged Facts, Promo Magazine, McNeal Tx. A&M.

  5. Why it’s important to understand kids Kids’ Eating Habits: • Formed during early childhood and continue throughout life. • 25 million kids (ages 2-19) are overweight or at risk of becoming overweight. • Overweight kids are more likely to become overweight adults. • First generation that is not expected to out live its parents. • Fast food spending up from $6 billion to $110 billion over last 30 years. Sources: Packaged Facts, Promo Magazine, McNeal Tx. A&M.

  6. What we learned

  7. What we learned 1. Kids Influence Parents Purchases • 70% of respondents stated the they buy produce because “kids ask for/like it” • 40% said they purchase some produce just for their children 2. Health is Important • Moms say fresh fruits and veggies are “a healthy alternative to other snack foods” Source: www.perishablesgroup.com

  8. What we learned

  9. What we learned • Half the parents said cartoon characters on packages of produce would not affect their purchase decision • Another 27% said they would not buy produce with cartoon characters; 28% said characters “promoting healthy eating” might cause them to buy • Parents would most like to see Nickelodeon, Disney and PBS Kids characters on packages Source: www.perishablesgroup.com

  10. What parents want.

  11. What parents want. Source: Perishables Group 2007 Online Survey – 1000 Respondents

  12. What parents want. Source: Perishables Group 2007 Online Survey – 1000 Respondents

  13. What parents want. Source: Perishables Group 2007 Online Survey – 1000 Respondents

  14. Disney Food Strategy • Top 10 rated best brands • Disney brand behind Coke and Johnson & Johnson • HSM currently most successful Disney franchise • The property is successful across all mediums (music, TV and theater…) • Relevant/ happening now (HSM 3, release date 10/08) • Key Disney qualities: Innovation, Leader, Trustworthy • A leader in “better for you” products across the grocery store • Theme park changes • Fast food changes

  15. Disney Food Strategy cont. • “Educate and Animate” • Everything is mission correct: • Nutritional facts and messaging • Fun recipes • Links for more healthy eating tips

  16. Disney Support • Strong Characters • Fans of all ages • Disney.com/healthykids • USDA Pyramid partnership

  17. Co-packer standards. • 1 or possibly 2 Co-packers per commodity. • Must adhere to the strictest of policies: • 3rd Party food safety and human resource audits at all facilities. (Packing and warehousing) • On-site Disney inspections • Crisis Management plans

  18. Packaging and POS • We offer: • Display carton • Lug carton • Bagging configurations • High graphic POS material upon request • Promotions and alliances with select Disney product launches (HSM 3, wall-e)…

  19. Display carton and bags. • High graphic “High School Musical” display packaging

  20. Lug container. • High graphic “High School Musical” packaging

  21. PLUs. • High graphic “High School Musical” PLU stickers* • *Note, all images are not to scale and do not portray true product images. Minor design and packaging changes may exist.

  22. Collectables • Passport booklet within bags • Collect multiple PLU’s • Print collectible PLU sheet online • Collect them all to win a prize on http://www.i-farms.com/

  23. Disney Garden. • Your #1 Choice for Children! • THANK YOU.

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