Tuesday, November 21, 2006

Disney changes food strategy

Disney is known for marketing itself in countless ways, including licensing of food products. In recent years Disney has had a close relationship with Kellogg, resulting in the introduction of a number of innovative cereals ranging from Princess cereal to The Incredibles cereal.

But, it appears that this relationship has not worked out. According to AdAge.com Walt Disney Co. has struck up an agreement with General Mills for future licensed cereal (and other food) products . But, one of the major differences is that its new food products will not positioned with premium prices, as with Kellogg. Prices will be significantly lower.

But will Disney's new strategy cheapen their image?

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1 comment:

Anonymous said...

I think it has cheapen their image. Look at this review at Cerealbuzz

Blueberry Monster Crunch

The kelloggs ones were way better.