Brookside Dairy Limited and Walt Disney Company have entered into a strategic collaboration to provide the Dairy Fresh kids range featuring Disney, Disney-Pixar & Marvel characters on pack.

The announcement was made during the launch of the new range of Dairy Fresh milk products for kids. Through a campaign dubbed “Fun – Tastic Goodness”, the firm seeks to encourage kids to consume dairy products by adding fun with cartoon characters that kids easily identify with.

The Dairy Fresh kid’s range comprises of Flavored Yoghurt, White Milk and Flavoured Milk.  The yoghurt is available in 150 and 250 millilitres and vanilla and strawberry flavours and 200 ml for both white and flavoured milk. The range will feature Disney, Disney•Pixar and Marvel characters such as Mickey and Minnie Mouse, Sofia the First, Frozen, Spider-Man and Lightning McQueen and are available in retail outlets nationwide.

Speaking during the launch, Oliver Mary, the Marketing Director of Brookside Dairy Limited said that according to a commissioned research conducted by Kantar TNS, a research company based in Nairobi, kids choose to eat attractive and colourful snacks that they can identify with. Unfortunately, mothers purchase some of these snacks even though they are not all healthy for their kids.

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“Dairy Fresh is currently the strongest brand in our portfolio that is associated with kids. Our new range, therefore, boasts of a recipe that is tailor-made for kids and does not contain artificial sweeteners nor preservatives and is fully compliant with Disney’s nutritional guidelines,” said Oliver.

The wide range of products is important as it provides variety for kids to choose according to their need states and ages. The research also gave insights on the key factors that determine cartoons preferences among kids including age, gender and popularity among peers. These factors were used to inform the decision to launch the cartoon character-themed products.

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“Since 2006, Disney has been committed, using its stories and characters to make healthy living simple and fun,” said Luke Roberts, Director of Integrated Sales for The Walt Disney Company Africa.

“Since then, Disney has been looking at the different ways it can support families to live more healthily. This brand new range is one such example of our commitment in this area and we are thrilled to be working with Brookside Dairy Limited in bringing consumers nutritional and engaging food products.”

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