Walt Disney, whose theme parks are synonymous with junk food, gets credit in the Financial Times for its move to stamp its branding on fresh fruit and vegetables in European supermarkets. The leader column says it might seem bizarre that a commodity whose appeal lies in being fresh and natural should be sponsored by a brand whose forte is creating heavily synthetic experiences and products. But it says the initiative has much to recommend it all round, giving fruit and vegetables an injection of fun while Disney and the retailers become associated with providing healthy food that children will choose. And it provides another way for Disney to keep its characters in the public eye. It is also an example of how consumers’ choices have the power to change corporate behaviours, something that would have been unlikely a few years ago when worries about childhood obesity and healthy diet were less prominent. Financial Times 10/06/06 page 10 (Leader)