Mission, the company responsible for the UK’s number one branded wraps, has created a new range for kids with innovative flavours including carrot, tomato ketchup and strawberry – a category first in the UK. Part of the Disney Kitchen family of licensed products, the new Mission mini wraps range will carry packaging featuring Disney characters that children know and love.
Alongside Disney characters, packaging for the mini wraps will now also carry the Disney Kitchen logo and banner, which includes nutritional information such as low in sugar and made with wholegrain, to help make balanced choices easier for parents. By featuring the Disney Kitchen banner, the wraps also meet Disney’s European nutritional guidelines which promote fruit, vegetables and wholegrain and set limits on sugar, salt, fats and portion sizes.
Consumer research shows that children absolutely love wraps, viewing them as tasty (81%), versatile (63%) and a fun way to feed themselves – 86% of kids will make their own wrap meals. Parents also believe in the magic of the Disney brand – over 80% stated that Disney has a unique ability to influence children to make healthier choices because of the power of its characters.
“The healthy food options for kids aren’t always fun and the fun options aren’t always healthy,” says Louise Pike, Marketing and Innovation Director at Mission. “Our new Disney Kitchen mini wrap range has been specifically created to help parents improve mealtimes with simple yet creative and nutritionally-balanced solutions that will help to make mealtimes easier and more enjoyable as more than two thirds (69%) of parents find it difficult to ensure that their children eat a healthy and balanced diet.
“Mini wraps are incredibly versatile and fit as easily into a lunchbox as they do on the dinner table or as a snack alongside the sports field. Even breakfasts can become more fun and our carrot wraps can also help incorporate vegetables early into the day. We’re looking forward to seeing the fun families and kids can have with their creations,” concludes Pike.
The mini wraps range will be available from the end of December with an MRSP of £1.29 for a pack of six wraps and will be supported with a range of activities, including sampling, in-store activations and a social media campaign.
 Value Share by brand, IRI Total Grocery Outlets 52we 13th Oct, 2018
 Mission U&A study, 2016
 Polling research of over 1000 parents across the UK conducted by IPSOS MORI on behalf of Disney in 2014