Carrefour & Mickey Mouse Make Great Private Brands

French retailer Carrefour and The Walt Disney Company have created a new Private Brand of food products for children named, Carrefour Kids.

The collaboration is the latest step in a well-established relationship that has resulted in close to 280 products at Carrefour so far, including: toys, publishing, textiles and stationery.

The new products featuring Disney characters have launched at Carrefour in France, Belgium, Spain and Italy. The companies worked together to develop the brand of around 50 nutritionally balanced food items, which includes: pasta, jams, fresh cheese, tarts, yogurt and cereals.

According to a press release, “Disney is in a unique position to offer food that combines fun and nutritional benefits that will appeal to both kids and their parents,” says Jean Francois Camilleri, general manager of The Walt Disney Company, France.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.