By Gary Symons
TLL Editor in Chief
The animation studio ZAG has partnered with Danone to bring a new range of healthy foods and beverages to families in Spain and Portugal.
As part of the licensing agreement, three of Danone’s product lines—Actimel, Font Vella, and Danone Natural Yogurt—will feature the superheroes from ZAG’s flagship property, Miraculous – Tales of Ladybug and Cat Noir.
The collaboration was brokered by ZAG and its Spanish co-production partner DeAPlaneta Entertainment. It will see an in-store promotion running in major grocery outlets from October to December 2022.
The promotion is one of Danone’s largest activations to date, supported by large in-store display units which offer fans of Miraculous the opportunity to win one of over 100 portable console units by scanning the on-pack QR code.
“We are really glad to connect the world-famous brand Miraculous – Tales of Ladybug and Cat Noir with Danone, a multinational food-products corporation known for their aim of promoting a healthy lifestyle for children of all ages though their products,” said Gregory Pierron, Category Manager at DeAPlaneta Entertainment. “We are completely positive that this deal will increase the awareness of both companies among parents and children as well as bring healthy values to the brand.”
All of the products have an accent on healthy foods for kids and adults.
Font Vella, which will feature Miraculous character-shaped water bottles, is a natural mineral water offering a format specifically targeting kids through a 33cL bottle with sport cap. Danone Natural Yogurt is an exceptionally healthy product made of only two ingredients—milk and natural ferments—with no added sugar, no preservatives, and no artificial ingredients. Actimel is a probiotic yogurt-type fermented milk drink available in multiple flavors that contains 10 billion exclusive L. casei cultures, Vitamins B6 and D in every bottle, a great way to boost the immune system. Danone says 7.2 million bottles of Actimel are drunk every day by people across more than 30 countries.
“Danone’s world-leading health-focused product portfolio, available in over 120 countries around the globe, allows them to be a key player in the nutritious food revolution,” said Hyde Schram, Vice President, Global Partnerships, ZAG. “By adding a popular and beloved licensed brand like Miraculous to their packaging further promotes the likelihood that children will be excited to consume their products, and we’re delighted that our globally beloved superheroes, Ladybug and Cat Noir, will encourage kids to eat healthy, as it is crucial to their growth.”
Danone says it has been working for years to constantly improve the nutritional profiles of its products. Today, the company is committed to making it easier for families to choose healthy alternatives for their children.
To this end, Danone Iberia has taken a pioneering step towards the health and well-being of new generations, reformulating 100% of its children’s portfolio to comply with the nutritional criteria of the World Health Organization (WHO) which, in the case of dairy products, recommends a limited consumption of fats and sugars.
All Danonino, Actimel Kids and Danone yoghurts for children already meet the nutritional criteria set by the WHO.