LOS ANGELES - Walt Disney Co. said today it is putting limits on the calorie, fat and sugar it will allow in packaged foods it markets to children using the faces of Mickey Mouse and other Disney characters.
The move comes amid widening media focus on the growing number ofobese and overweight children in the United States.
It also follows the expiration this year of a decade-long exclusive deal Disney had to promote its films in McDonald's Corp.'s fast-food kids' Happy Meals.
In a statement, Disney said it has outlined new guidelines for the foods it will allow to carry one of its licenses.
For instance, added sugar in those foods will not exceed 10 per cent of calories for main and side dishes and 25 per cent of calories for snacks.
Total fat will not exceed 30 per cent of calories for main and side dishes and 35 per cent for snacks.
Disney has also pledged to eliminate artery-clogging trans fats from both the food served at its theme parks and in its licensed and promotional products.
"The Disney brand and characters are in a unique position to market food that kids will want and parents will feel good about giving them," Disney Chief Executive Robert Iger said in a statement.
The timetable for implementing the new policies will depend on existing licensing contracts, most of which will expire within the next two years.
The company said most of its licensed products and promotional tie-ins will meet the new guidelines by the end of 2008.
Food served at Disney theme parks will be free of trans fats by the end of 2007, the company said.
Disney shares edged down 11 cents, or 0.35 per cent, to US$31.00 ($47.67) in early afternoon trade on the New York Stock Exchange.
