Walt Disney Co. said Wednesday it has inked a global marketing deal with Coca-Cola to feature Disney characters on Minute Maid beverages.
Juices, milks, punches and smoothies made by the Coke unit will be packaged in containers featuring the likes of Mickey Mouse and Winnie the Pooh. The first products to hit the market will be Mickey’s X-treme Coolers, a new vitamin-fortified juice drink targeted to kids, and Pooh’s 100 Acre Wood Apple-Berry.
Both lines will be introduced to U.S. supermarkets during 2001. Coca-Cola expects to roll out the Disney-branded children’s beverages internationally in 2002.
“Maid brands have consistently delivered quality products and value to consumers for generations. This agreement represents an exciting new direction for Disney and a unique way to bring Disney magic to children worldwide,” said Andy Mooney, president of Disney Consumer Products Worldwide.
Disney has been looking carefully at how to get the most out its brands as part of an ongoing evaluation and revamp of its giant consumer products business.