Kids' Health and Nutrition
Disney understands the challenges faced by parents in regard to their family's nutrition and wants to be part of the solution. As an enterprise engaged in operations around the world -- serving millions of meals a year in our Parks and Resorts, licensing food products bearing our brands and characters and producing and broadcasting popular children's entertainment -- we believe we can have a meaningful impact in this area.
In 2006, the Company announced new food guidelines aimed at giving parents and children healthier eating options. Under these guidelines, we committed to using our name and characters on kid-focused food products that meet specific criteria, including limits on calories, fat, saturated fat and sugar. We also set a long-term target for balancing our licensed food portfolio (our "portfolio balance goal") such that 85% will be everyday foods that meet our guidelines. The smaller portion of our offering, 15%, will include special-occasion items such as Disney birthday cakes, confectionary products and other occasional sweets. We believe that treat items are a relevant part of our offering because they are seen as an acceptable part of a balanced diet, and had we banished Disney treat items from birthdays and holidays, many people would have been terribly disappointed. We also announced nutritionally beneficial changes to kids meals served at all Disney-operated parks and resorts and unveiled a company-wide goal to eliminate added trans fat from food served at our parks and licensed and promotional products.
Since the announcement, we have achieved key goals and made significant progress toward others. Of note:
Positive Use of Media
Beyond offering healthier food options, we're helping to shape children's preferences by integrating healthy messages into our kids programs. Episodes of Hannah Montana, short-form programs featuring the Jonas Brothers and the Pass the Plate series featuring Suite Life on Deck star Brenda Song, among others, have sought to encourage good nutrition and active lifestyles in a way that kids embrace.
We are also empowering children and families with information and education about healthy lifestyles in other ways. For example, to help teach children about the food pyramid, we added information on our food package panels and developed the www.disney.com/healthykids educational website, created the "Secrets of the Pyramid" short program series, and partnered with the USDA and Food Council to create the Bare Necessities of Healthy Living public service announcement featuring characters from The Jungle Book.
As we look to the future, we are committed to making more progress in this area. We have identified several priorities for our kids' health and nutrition initiative and will continue to find new ways to collaborate with stakeholders, bring nutritious offerings to market and inspire healthier lifestyles using our media strength.