22 October 2007 A somewhat surprising move for Tesco’s sees the UK supermarket giant linking up with Disney’ Disney consumer products division in order to launch co-branded food products at Tesco’s stores.
The healthy foods, which will have no trans fats artificial colors or flavors, will feature some of Disney’s well known characters on the packaging. While marketing products with well known characters is nothing new – marketing “own brand” products with big hitters like Disney is a new one.
The combination will see the likes of co-branded yoghurts, breakfast cereals and snaks amongs others. This makes good sense for Tesco, which can use the vast back catalogue of Disney favourites to help market it’s products – and as Tesco is the UK’s biggest supermarket chain and therefore offers a wise choice of marketing partner for Disney. Whether the products will be top sellers remains to be seen. However the combination of healthy foods is surely one that may catch the parents eyes so it looks to be a good combination.
