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 the food company's portfolio into Disney’s vast entertainment ecosystem. The deal establishes Kraft Heinz as the exclusive provider of specific condiments, macaroni and cheese, and cream cheese across Disney’s North American parks, resorts, and cruise lines. The partnership will feature 10 Kraft Heinz brands, including Heinz and Philadelphia, across Walt Disney World, Disneyland, and North American cruises. Beyond physical locations, the agreement includes media integrations where brands will appear in Disney feature films, television shows, and major sporting events like the Super Bowl. Todd Kaplan, the CMO of Kraft Heinz North America, stated that the collaboration builds on the shared memories families have with both iconic brands. Becca Vodnoy, senior VP of corporate alliances at The Walt Disney Co., noted that the partnership aims to create meaningful experiences that bring families closer to the stories and places they love. The multiyear nature of the deal allows both companies to coordinate future products and films.