Disney Rewinds Standards for Food Advertising to Kids

BURBANK, Calif.The house the mouse built is literally changing the way it does business to help U.S. children lead healthier lives. The Walt Disney Company today introduced new standards for food advertising on programming targeting kids and families that encourages more fruit and vegetable consumption, limits calories and reduces saturated fat, sodium and sugar.

The new initiative builds on the companys 2006 landmark nutrition guidelines that stipulated promotions aimed at children 12 years old and undermost notably for filmswould feature only healthier food and beverage products.

Under Disneys 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 Disneys nutrition guidelines that are aligned to federal standards, promote fruit and vegetable consumption and call for limiting calories and reducing saturated fat, sodium and sugar.

Were proud of the impact weve had over the last six years," said Robert A. Iger, Chairman and CEO, The Walt Disney Company. Weve taken steps across our company to support better choices for families, and now were 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."

Disney also unveiled its 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 Disneys Parks and Resorts.

Also in 2006, Disney pioneered new, well-balanced kids meals served at its Parks and Resorts that 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.