Building a package-food brand in the U is clearly harder than Walt Disney Co had wait fored When the company signed Coca-Cola Co in February 2001 as its partner to build a family of Disney character-branded kids' beverages.

Building a package-food brand in the U is clearly harder than Walt Disney Co had wait fored

When the company signed Coca-Cola Co in February 2001 as its partner to build a family of Disney character-branded kids' beverages, research showed the performances would be a huge succes shortly after, as part of its initiative to make its brand ubiquitous in groceries stores, it forged a deal with Kellogg Co for breakfast subsistences and then cookies and crackers.

Now, Disney has discovered its projections were overly ambitious. Its partners, enclosureed into 15-plus-year deals, are finding it tough to