The Walt Disney Co. and Kraft Heinz have entered into a multiyear strategic alliance to integrate food brands into media and theme parks.

The Walt Disney Co. and Kraft Heinz have signed a multiyear strategic alliance to integrate ten major food brands into Disney’s diverse portfolio of films, television, theme parks, and cruise ships. The partnership will feature prominent placement for brands such as Heinz, Philadelphia, and Kraft Mac & Cheese across Walt Disney World, Disneyland, and North American cruises. The collaboration aims to create "storytelling-driven" experiences by merging iconic entertainment with household food staples. Becca Vodnoy, senior VP of corporate alliances at The Walt Disney Co., stated that the partnership leverages shared values to bring families closer to the stories they love. Todd Kaplan, CMO of Kraft Heinz North America, noted that the deal builds on existing consumer memories, connecting brands that have been woven into family traditions for generations. The agreement includes new menu items, condiment stations, and media integrations, including potential appearances in feature films and coverage of major sporting events like the Super Bowl. The multiyear nature of the deal allows both companies to align upcoming products and entertainment releases.

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