Mumbai: Kraft Heinz and The Walt Disney Company have entered into a multi-year strategic alliance spanning foodservice, media, events and consumer experiences, expanding their collaboration across Disney’s entertainment ecosystem.
The partnership will integrate 10 Kraft Heinz brands, including HEINZ, Philadelphia and Kraft Mac & Cheese, across Disney’s North American parks and resorts, Disney Cruise Line, and the company’s studio and streaming platforms. The collaboration will introduce branded menu items, dining experiences, HEINZ condiment stations and custom serving equipment across Walt Disney World Resort, Disneyland Resort and Disney Cruise Line.
Beyond foodservice, the companies will collaborate on integrated marketing campaigns, digital content and brand activations across Disney’s media platforms, aiming to blend Kraft Heinz’s food portfolio with Disney’s storytelling capabilities.
The alliance launches this summer, with activations rolling out throughout the year. Kraft Heinz will also participate in D23: The Ultimate Disney Fan Event, scheduled for August 14-16, where it will showcase new sauces from its Sauce Vault.
“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. “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.”
Echoing the sentiment, Becca Vodnoy, Senior Vice President, Corporate Alliances at The Walt Disney Company, said the partnership reflects Disney’s strategy of collaborating with iconic brands that share its focus on creating meaningful family experiences.
The collaboration follows Kraft Heinz’s recent brand partnership with Heineken, underscoring the company’s broader strategy of leveraging cross-brand collaborations to drive consumer engagement.
