LONDON: Dominant UK supermarket chain Tesco has teamed with the Walt Disney Company to encourage British youngsters to tuck into healthy foods such as fruit and vegetables.

The powerful pairing says it is doing its bit to put the brakes on child obesity with the launch next month of a joint venture to launch a line of branded products next month featuring Disney characters.

The first items in the range will be fresh fruit, followed next year by yoghurts, breakfast cereals, fruit juices, bakery goods and milk, all formulated in accord with health guidelines.

Disney bowed to the US health lobby's pressure last year and pledged to purge its branded foods of excess salt, sugar and fats.

Comments Dan Dossa, Mouse House director of consumer products: "Today's announcement with Tesco marks an important milestone for our growing UK food business and we are delighted to work with the UK's leading retailer to make it easier for parents to get their kids to consume a more balanced diet."

Choruses the supermarket giant's director of chilled foods Kari Daniels: "At Tesco, we are determined to help our customers make healthier choices for their family. This relationship with Disney will offer parents an easy way to make healthier eating fun."

It will come as a huge relief to Britain's mums and dads that their children's wellbeing is at the forefront of the multinational duo's thinking.

Data sourced from; additional content by WARC staff