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.– Provide excitement to the produce

department.

Why we must understand kids

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.

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.

What we learned

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

What we learned

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

What parents want.

What parents want.

Source: Perishables Group 2007 Online Survey – 1000 Respondents

What parents want.

Source: Perishables Group 2007 Online Survey – 1000 Respondents

What parents want.

Source: Perishables Group 2007 Online Survey – 1000 Respondents

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

Disney Food Strategy cont.

• “Educate and Animate”– Everything is mission correct:

• Nutritional facts and messaging• Fun recipes• Links for more healthy eating tips

Disney Support

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

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

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)…

Display carton and bags.

• High graphic “High School Musical” display packaging

Lug container.

• High graphic “High School Musical” packaging

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.

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/

Disney Garden.

• Your #1 Choice for Children!

• THANK YOU.