Publications
Publications
- December 2006 (Revised August 2009)
- HBS Case Collection
Disney Consumer Products: Marketing Nutrition to Children
By: David E. Bell and Laura Winig
Abstract
In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods, ranging from fresh fruits and vegetables to frozen meals, through a partnership with Kroger supermarkets. In answer to a global obesity epidemic, DCP reformulated existing products and introduced new ones which met stringent nutritional requirements. Disney--and by extension, DCP--is highly influential with children: can the company use its "magic" to get children to switch from sugary, processed foods and become lifelong converts to a more nutritious diet? What is the food industry's responsibility in this controversial space?
Keywords
Age; Nutrition; Brands and Branding; Corporate Social Responsibility and Impact; Partners and Partnerships; Social Issues; Consumer Products Industry; Food and Beverage Industry
Citation
Bell, David E., and Laura Winig. "Disney Consumer Products: Marketing Nutrition to Children." Harvard Business School Case 507-006, December 2006. (Revised August 2009.)
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