Dutch fruit auction association, Koninklijke FruitMasters, is the first licence holder to receive an award from The Walt Disney Company.
FruitMasters won the prize in the Food, Health & Beauty category at the Benelux Licensing Showcases. It is the first time Disney has awarded these prizes to its licence holders. They are being given out in the area of innovation and commitment to developing a healthy food portfolio.
According to Disney, the 'Smulfruit' concept is the best example of an idea that is committed to encouraging children to eat healthy every day. This concept uses the fun and playfulness of the Disney characters. Smulfruit encourages the repeated consumption of fruit among children. It uses colorful packaging and trendy stickers of Frozen, Toy Story, and Monsters & Co. Children can also save up for Disney Emoji bag clips.
Smulfruit campaign
“In this way, the magic of Disney is brought into a family's everyday life", says Anne-Florence Sattonnay. She is the Director of Licensing FMCG, and Healthy Living at The Walt Disney Company, France, Benelux, Maghreb, and French-speaking Africa. “Fruit is an important part of a healthy lifestyle. We think combining a healthy product with a saving campaign is brilliant. Disney is convinced that consumption increases by use of the fun and playfulness of Disney and the saving campaign.”
Koninklijke FruitMasters is proud of its cooperation with Disney. The 'Smulfruit' campaign aims to turn the love of Disney into a preference for fruit. “We noticed that children like eating fruit", says Helen Schoots, a salesperson at FruitMasters. “The current campaign is unleashing the Disney rage anew. Choosing fruit becomes easier for kids and more fun for their parents."