【Unlocking Word Meanings】
Read the following words/expressions found in today’s article.
1. co-branded / koʊˈˈbræn dɪd / (adj.) – marketed or offered under two or more brand names
Example: The media company and the candy company produced co-branded chocolates.
2. produce / ˈproʊ dus / (n.) – things that farmers grow, such as fruits and vegetables
Example: The grocery sells produce from local farmers.
3. tie-up / ˈtaɪˌʌp / (n.) – partnership between two or more companies
Example: They celebrated the successful tie-up of the two companies.
4. commitment / kəˈmɪt mənt / (n.) – a promise to be loyal to something, such as a cause
Example: The restaurant assures its customers of its commitment to quality service.
5. line / laɪn / (n.) – a group of similar products sold by a company
Example: Their new line of shoes became a hit among athletes.
Read the text below.
The Walt Disney Company, or more commonly known as Disney, is using its partnerships with other companies to encourage children to eat healthy.
The media company partnered with Dole / doʊl / Food Company, Inc. to launch co-branded produce featuring beloved Disney characters. Last fall, the two companies started offering Dole fruits and vegetables with Disney brands to supermarkets and retail stores in the United States.
Under the tie-up, the companies will also launch health and nutrition education programs in 2017. These programs will include promotions, in-store activities, and Disney-themed recipes featuring Dole products.
Disney first partnered with Dole in 1976. For the past 40 years, Dole has been the main sponsor of the Disneyland attraction Enchanted Tiki Room. The attraction offers Dole Whip, a pineapple-flavored ice cream, which is one of Disneyland’s most iconic snacks.
In 2006, Disney became the first major media company to establish food advertising guidelines for children and families. Under the new standards, the company made a commitment to advertise only food and beverage products that meet its nutrition guidelines, which are in line with US government standards.
As part of its commitment to health and wellness, Disney has also tied up with other companies such as Kellogg’s, a company famous for corn flakes and cereals. Under the partnership, the companies also launched products with themes based on Mickey Mouse and the animated film Frozen.
Early this year, Disney also partnered with Way Better Snacks, WOW Baking Co., Ocean Spray, and Enjoy Life Goods to launch lines of Disney-themed healthy snacks.
Enjoy a discussion with your tutor.
· Do you think that Disney and Dole’s initiative will encourage children to eat fruits and vegetables? Why or why not?
· Aside from supplying co-branded produce, how else can Disney market healthy habits to children?
· What are reasons why companies tie up?
· In your opinion, which companies would have a successful tie-up? Why?