Fresh Del Monte rolls out Toy Story 5-themed fruit labels ahead of film release

Fresh Del Monte Produce Inc. has introduced a global packaging-led campaign in collaboration with Disney and Pixar’s Toy Story 5, focusing on branded fruit labelling across retail environments ahead of the film’s cinema release on 19 June.

Central to the initiative is the large-scale distribution of more than 600 million co-branded pineapple hangtags and banana stickers, designed to bring the film’s characters directly onto fresh produce packaging. The company has applied the themed labels across its Del Monte bananas, Del Monte Gold pineapples and Honeyglow pineapples, with availability spanning participating regions in both physical stores and online channels until 31 July 2026.

The packaging forms the primary touchpoint for consumer engagement, incorporating QR codes that link to a broader promotional platform. Through these codes, shoppers can access digital content and enter a sweepstake for a five-night family trip to Barcelona, which includes a range of activities subject to availability.

Alongside the on-pack activation, the campaign extends into digital channels, featuring interactive content, recipe ideas and promotional giveaways tied to the Toy Story 5 release. Characters such as Woody, Buzz Lightyear and Jessie are used across both the packaging and online materials to maintain a consistent visual identity throughout the campaign.

We’re honored to collaborate with Disney and Pixar’s ‘Toy Story 5’ to literally bring Woody, Buzz Lightyear, Jessie and the beloved franchise to life alongside our Del Monte® bananas and pineapples in conjunction with the film’s global release. We strive to make fresh fruit a priority in everyday adventures. By teaming up with an entertainment powerhouse, we’re together creating fun, memorable experiences in produce aisles and helping to instill healthier habits for families.

Ivan Brown, Senior Director of Marketing for Fresh Del Monte in North America.

The initiative reflects a continued use of licensed entertainment properties within fresh produce packaging as a means of increasing visibility at the point of sale, while also linking physical packaging formats with digital engagement tools.