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Kroger Gets Nostalgic with Disney-branded Dog Food

CINCINNATI -- The Kroger Co. has collaborated with Disney to offer a new line of chunk style dog food named after the classic movie pet Old Yeller.

The dog food is now available at all Kroger stores, in 50-pound bags priced at $9.99 to $11.99 depending on the geographic market. The chain will introduce two additional bag sizes in June. Kroger said it plans to support the brand with an aggressive advertising and marketing campaign.

Released in 1957, the Walt Disney movie "Old Yeller" was the quintessential tale of a boy's love for his dog.

"The movie is a timeless classic that transcends generations, and we believe this brand will appeal not only to original fans, but to the millions of Americans who share the same kind of special bond with their beloved dogs," said Barry Vance, Kroger senior corporate category manager, in a statement.

"Bringing Disney's Old Yeller brand to a trusted retailer like Kroger was a natural fit," said Christopher King, category director, Disney Consumer Products FMCG. "Disney's Old Yeller dog food is for those dogs that are part of the family."

Kroger estimates that Americans spend an estimated $7.4 billion annually to feed their dogs.
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