The Walt Disney Co. and Kraft Heinz enter a multiyear strategic alliance to integrate food brands into theme parks, cruises, and media.
The Walt Disney Co. and Kraft Heinz have established a multiyear strategic alliance to integrate ten Kraft Heinz brands into Disney’s diverse portfolio of entertainment and experiences. The partnership will feature prominent placement for brands such as Heinz, Philadelphia, and Kraft Mac & Cheese across Walt Disney World, Disneyland, and Disney Cruise Line. The collaboration focuses on two primary areas: menu updates and experiential activations. Guests can expect new menu items at hundreds of dining locations, along with the introduction of dedicated Heinz condiment stations. Additionally, the alliance will feature storytelling-driven experiences inspired by Disney’s iconic franchises. The partnership also extends to media, offering opportunities for brand integration in feature films, television shows, and major sporting events like the Super Bowl. Becca Vodnoy, senior VP of corporate alliances at The Walt Disney Co., stated that the collaboration highlights how families connect through everyday moments. The alliance officially launches this summer, with initial activations appearing at the D23 fan event in August.