Builds on Disney's 2006 Landmark Nutrition Guidelines
Launches "Mickey Check" Tool to Make it Easier to Identify Nutritious Foods in Stores, Online and on Vacation
Calif., June 5, 2012 - Building on its landmark nutrition guidelines
established in 2006, The Walt Disney Company (NYSE: DIS) today became
the first major media company to introduce new standards for food
advertising on programming targeting kids and families. This
significant undertaking marks the latest step in Disney's partnership
with parents to inspire kids to lead healthier lifestyles. Under Disney's new
standards, all food and beverage products advertised, sponsored, or
promoted on Disney Channel, Disney XD, Disney Junior, Radio Disney, and
Disney-owned online destinations oriented to families with younger
children will be required by 2015 to meet Disney's nutrition
guidelines. The nutrition guidelines are aligned to federal standards,
promote fruit and vegetable consumption and call for limiting calories
and reducing saturated fat, sodium, and sugar.
Copyright 2012 The Walt Disney Company. All rights reserved.
proud of the impact we've had over the last six years," said Robert A.
Iger, Chairman and CEO, The Walt Disney Company. "We've taken steps
across our company to support better choices for families, and now we're
taking the next important step forward by setting new food advertising
standards for kids. The emotional connection kids have to our
characters and stories gives us a unique opportunity to continue to
inspire and encourage them to lead healthier lives."
2006 when Disney became the first major media company to establish
nutrition guidelines, the company has successfully combined its unique
storytelling, beloved characters, and unparalleled reach to make
healthier lifestyles for families more appealing and more fun.
Disney's unmatched efforts have received critical acclaim and
recognition from moms, nutrition experts, and federal regulators.
new initiative is truly a game changer for the health of our children,"
said First Lady Michelle Obama. "This is a major American company - a
global brand - that is literally changing the way it does business so
that our kids can lead healthier lives. With this new initiative,
Disney is doing what no major media company has ever done before in the
U.S. - and what I hope every company will do going forward. When it
comes to the ads they show and the food they sell, they are asking
themselves one simple question: "Is this good for our kids?"'
"Mickey Check" Tool
addition to its new advertising standards, Disney today introduced the
"Mickey Check" tool, an icon that calls out nutritious food and menu
items sold in stores, online, and at restaurants and food venues at its
U.S. Parks and Resorts. By the end of 2012 the "Mickey Check" will
appear on licensed foods products, on qualified recipes on Disney.com
and Family.com, and on menus and select products at Disney's Parks and
Disney Magic of Healthy Living on Vacation
2006, Disney pioneered new, well-balanced kids' meals served at its
Parks and Resorts, which automatically include nutritious sides and
beverages such as carrots and low-fat milk, unless parents opt out. Of
the more than 12 million kids' meals served last year at Disney Parks
and Resorts in the U.S., parents stuck with the healthier options 6 out
of 10 times. Now, Disney will enhance its breakthrough efforts by
further reducing sodium in kids' meals and introducing new well-balanced
kids' breakfast meals.
Disney Magic of Healthy Living at Retail
2006, Disney Consumer Products (DCP) has sold more than two billion
servings of Disney licensed fruits and vegetables in North America, and
has transformed its food offerings resulting in 85 percent of all U.S.
licensed products meeting the company's nutrition guidelines and only 15
percent reserved for special occasion treats. Additionally, Disney
will further reduce sugar and sodium in all licensed foods.
Disney Magic of Healthy Living On-Air
iconic characters, creativity, and family entertainment platforms offer
a unique position from which Disney can help make nutritious eating and
physical activity fun and rewarding. Disney Magic of Healthy Living
includes online resources for families, live events, as well as
informative short-form programming. The on-air spots, which today reach
almost 100 million households in the U.S. on Disney Channel, Disney XD
and Disney Junior, inspire and encourage kids and families to live
healthier lifestyles through better eating habits and fun activities.
Disney's 2006 nutrition policy stipulated that promotions aimed at
children 12 years old and under - most notably for films -- would meet
specific guidelines. Since then, Disney kid-targeted film promotional
campaigns feature only healthier food and beverage products.
healthy eating and physical activity fun is central to creating
healthier generations to come," said Dr. James O. Hill, who worked with
Disney to develop its nutrition guidelines, and is executive director of
the Anschutz Health & Wellness Center at the University of
Colorado. "Disney is using 'magic' - fun and creativity - to encourage
kids and families to make positive changes, and it is working."
About Disney Magic of Healthy Living
Disney Magic of Healthy Living partners
with parents and inspires kids and families to lead healthier
lifestyles. This initiative includes engaging content, useful tools, as
well as nutrition guidelines that pair the fun of Disney's stories and
characters with a well-balanced portfolio of foods and healthier
lifestyle choices. Disney's nutrition guidelines, which were first
introduced in 2006, were developed with the help of experts and align to
federal standards. For more information, please visit: www.thewaltdisneycompany.com/mohl
Good on Disney!
Here's my take.