Disney and Dole hope produce featuring Disney, Pixar, Star Wars and Marvel characters will encourage kids to eat more fruits and vegetables.
Disney and Dole hope produce featuring Disney, Pixar, Star Wars and Marvel characters will encourage kids to eat more fruits and vegetables. Photograph by Bloomberg—Bloomberg via Getty Images

Disney and Dole Partner to Get Kids to Eat Healthier

Oct 14, 2016

Seeking to lure American children to the healthy delights of fruit and vegetables, Walt Disney Co.'s consumer products unit and Dole Food Company are launching co-branded fresh produce featuring Disney , Pixar, Star Wars, and Marvel characters.

Under the marketing tie-up announced on Friday, the companies will supply Disney -branded Dole bananas, pineapples, berries, and vegetables to U.S. grocery and retail stores. Financial details of the deal were not disclosed.

Next year, the companies will also launch health and nutrition education programs with themes based on Disney , Star Wars, and Marvel characters and films. The programs will include themed recipes featuring Dole products, in-store activities, and consumer promotions.

Childhood obesity is major public health problem in the United States, where about one in six children and adolescents is obese, according to the Centers for Disease Control and Prevention.

In 2012, Disney said it would stop accepting some junk-food ads on TV programs, radio shows, and websites aimed at children. It decided to run commercials of food and beverage products that meet nutritional guidelines it voluntarily developed in line with government standards.

Disney has previously tied up with packaged food brands such as Kellogg's to launch products such as cereal with the well-known character Mickey Mouse and blockbuster Frozen animated film franchise themes.

Dole and Disney have partnered before. Since 1976, Dole has been the corporate sponsor of the "Enchanted Tiki Room" attraction in Disney land Park in Anaheim, Calif., that offers a popular frozen dessert known as the "Dole Whip."

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions