Kraft Heinz cooks up multi-year alliance with Disney

Kraft Heinz and The Walt Disney Company have entered a multi-year strategic alliance spanning foodservice, media, events and consumer experiences, as the companies look to deepen brand engagement across Disney's entertainment ecosystem.

The collaboration will see Kraft Heinz brands integrated across Disney's North American parks and resorts, Disney Cruise Line, and Disney's studio and streaming platforms, creating new opportunities for storytelling, dining experiences and integrated marketing campaigns.

As part of the partnership, 10 Kraft Heinz brands, including HEINZ, Philadelphia and Kraft Mac & Cheese, will be featured across Disney destinations in North America. Guests can expect new menu items, branded dining experiences and product offerings at hundreds of locations throughout Walt Disney World Resort in Florida, Disneyland Resort in California, and Disney Cruise Line sailings departing North America.

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The companies said the collaboration combines Kraft Heinz's food innovation with Disney's storytelling capabilities to create experiences inspired by Disney's portfolio of franchises. This will include the rollout of new HEINZ condiment stations and custom-designed serving equipment across Disney parks.

Beyond foodservice, the alliance also extends into Disney's media business, opening opportunities for integrated marketing campaigns, digital content and brand-led activations across Disney's platforms.

The partnership is designed to help Kraft Heinz connect with consumers at the intersection of food, entertainment and culture, while allowing Disney to incorporate familiar household brands into its guest experiences.

The alliance officially launches this summer, with activations rolling out across Disney's North American parks, resorts and cruise operations throughout the year. Kraft Heinz will also make an appearance at D23: The Ultimate Disney Fan Event, taking place from 14 to 16 August, where it will showcase new sauces from its sauce vault as part of the collaboration.

“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” said Nicolas Amaya, president of North America at Kraft Heinz Company.

She added, “For generations, families have grown up with our brands side by side, watching Disney favorites with a bowl of Kraft Mac & Cheese or reaching for HEINZ at the table. This alliance is about showing up together in the moments that matter most, whether at the parks or at home, to deliver elevated experiences and storytelling that turn everyday meals into memories that last a lifetime.”

In tandem, Becca Vodnoy, senior vice president of corporate alliances at The Walt Disney Company said, "Disney Corporate Alliances is focused on working with iconic brands with shared values to create meaningful experiences that bring families closer to the stories and places they love."

"The collaboration with Kraft Heinz is the perfect demonstration of another brand that understands how families connect through everyday moments, and together we will build creative experiences for our consumers across our destinations, platforms, and fan touchpoints," she added. 

The latest alliance follows Kraft Heinz's growing push into cross-brand collaborations. Recently, the company teamed up with Heineken on a limited-edition six-pack featuring five Heineken beers and one bottle of HEINZ tomato ketchup.

While an unconventional pairing, the collaboration was designed to tap into the growing appeal of unlikely brand partnerships and social-first activations. Kraft Heinz said both brands have shared more than 150 years of appearing at the same social occasions, from dinner tables and gatherings to summer events and casual get-togethers.

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