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Esselunga Launches CheJoy, A New Private-Label Line For Children

Published on Feb 13 2019 11:30 AM in Private Label tagged: Retail / Italy / private label / Esselunga

Esselunga Launches CheJoy, A New Private-Label Line For Children

Italian supermarket chain Esselunga has launched CheJoy, a new private-label line of products created in collaboration with the Walt Disney Company Italia.

The new CheJoy line is aimed at children from the age of four and has been developed to cover their nutritional needs over the whole day, Esselunga reported.

The private-label selection includes a wide range of different products, such as breakfast cereals, yoghurts, fruit juices and snacks.

Each product's recipe follows Disney's nutritional guidelines, favouring organic raw materials without using artificial colourants or flavourings.

Balanced Nutrition

According to Gabriele Villa, sales and marketing director of Esselunga, the aim of the project was to offer high-quality and exciting products to children while helping parents to provide them with balanced nutrition.


Each product's package is dedicated to a Disney, Marvel or Star Wars character, and the range also includes mini-bottles of mineral water featuring the six Friends of Topolino (Mickey Mouse).

The CheJoy products are on the shelves this week, and the offer is going to be extended in the coming months, the retailer announced.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Alessandra Arosio. Click subscribe to sign up to ESM: European Supermarket Magazine.

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