Lenta, a hypermarket chain, and The Walt Disney company C.I.S. have announced the launch of a range of co-branded food products for children offered as Lenta’s private-label products.

In 2016, the new product range will be comprised of six products, including breakfast cereals, jelly beans, and cookies. The product packaging will feature Mickey Mouse, the world’s best known animation character, along with his friends Pluto, Minnie Mouse, Donald Duck, and others. The specially-designed packaging featuring Disney characters will make the new range of products particularly appealing to children and parents. The sales launch is scheduled for November 2016, with more new products to be added during 2017.

All products included in the new product chain meet the highest quality standards that Lenta consistently applies to its private-label products. Moreover, this product range meets additional requirements for product quality assurance and product safety utilized by Disney. Independent social audits and checks for compliance with international labor standards were carried out at the facilities that manufacture Disney-brand products. All producers providing supplies for the new product range have been certified to ISO 22000, and their products are in compliance with Disney’s exacting dietary requirements to provide maximum health benefits to children. Breakfast cereals, jelly beans, and cookies for the new product range will be produced in Russia.

Lenta’s CEO Jan Dunning said, “We are excited about the start of our partnership with Disney. Today, Lenta is particularly focused on developing its private labels, and we make an extra effort to ensure that these products meet the highest quality standards. Our partnership with Disney in this area is a fundamentally new stage in the development of Lenta’s private labels. We are proud to be the first company in the Russian food market to launch a licensed private-label co-branded project. We hope the new products will be a success with both adult and little customers.”

“Creating new niche segments for licensing is a strategic focus for our company. The launch of the first licensed private-label co-branded project in Russia is a milestone in the development of the Russian licensing market and Disney’s local business,” said Marina Jigalova-Ozkan, managing director for The Walt Disney company C.I.S. “We are excited to drive a change in the market in partnership with a major market player like Lenta.”