Dive Brief:
- Major manufacturers have pounced on the chance to align their marketing efforts with what is predicted to be the biggest blockbuster of the year: Nestle Limited Edition "Star Wars" Coffee-Mate creamers, Kraft Macaroni and Cheese in "Star Wars" shapes, Star Wars M&M's, Campbell's "Star Wars" soups and Spaghetti-O's, General Mills' "Star Wars"-branded cereal boxes (including one with the Trix rabbit as Princess Leia), to name several.
- "Star Wars" branding has even made it onto fruits and vegetables as part of Disney's "commitment to building healthier generations," according to a company news release. "Supporting parents by offering healthy, nutritious options for their kids is of utmost importance to The Walt Disney Company and adding family-favorite 'Star Wars' to our licensed fruit and veggies portfolio is a natural extension of our commitment in this space," John T. King, vice president of licensing and consumables, Disney Consumer Products, said in the release.
- However, this move is drumming up backlash from consumers. While fans may be excited about the plethora of "Star Wars"-themed foods available, other consumers have taken to social media to express their distaste for the ubiquitous branding Disney has employed for the film.
Dive Insight:
"The Coffee-Mate Chewbacca bottle is an example of silliness, the design is a bit wonky," "Star Wars" superfan Stuart Taranto of Bloomfield, NJ, told Forbes. "I don’t think someone who doesn’t like Coffee-Mate or Kraft Macaroni & Cheese will buy it just because Yoda is on the box, although the kid may throw it in the cart."
The "Star Wars"-branded produce and other items could be an appeal to female shoppers, who Disney has been targeting for this film with the introduction of strong female characters like Rey, the female lead, Captain Phasma, the first female villain, and the return of Princess Leia, now a general.
Just as there are rampant "Star Wars" merchandise collectors, collectors of "Star Wars" foods have risen from the mix. However, food may not receive the same timeless adoration as "Star Wars" toys, models, housewares, and other assorted items.
"Many collectors are no longer in favor of perishable items spoiling inside of their package, simply because they feature 'Star Wars' labeling. And the re-sale value in the collecting community is not particularly high," "Star Wars" superfan Roberto Williams of Brooklyn, NY, told Forbes.