Kraft Heinz, Disney Launch Strategic Alliance
Multi-year collaboration spans parks, cruises, media and foodservice, creating new menu concepts, branded experiences and consumer engagement opportunities
The Kraft Heinz Company and The Walt Disney Company announced a landmark, long-term multi-year strategic alliance, bringing together two of the world’s most iconic companies. The enterprise-wide alliance spans foodservice, media, events and more—creating a platform for innovation and storytelling that reaches families wherever they engage with Disney and Kraft Heinz brands both in parks and cruises, and at home.
The alliance will show up across Disney’s North American parks and resorts, Disney Cruise Line, and Disney’s studios and streaming platforms, and creates opportunities involving Disney’s iconic franchises. The collaboration enables Kraft Heinz and Disney to deliver new menu offerings, distinctive dining experiences and storytelling-driven offerings inspired by Disney’s portfolio of beloved stories and franchises.
Ten Kraft Heinz brands—including HEINZ, Philadelphia, Kraft Mac & Cheese—will become part of Disney moments that guests and fans love most—bringing familiar favorites to settings as iconic as Main Street, USA and as adventurous as Star Wars: Galaxy’s Edge. The alliance will introduce new menu items, guest experiences and product offerings at hundreds of dining locations throughout Walt Disney World Resort in Orlando, Disneyland Resort in Anaheim, Calif., and on Disney Cruise Line sailings out of North America.
The collaboration combines Kraft Heinz’s leadership in flavor and innovation with Disney’s culinary creativity and storytelling to introduce new menu offerings and bespoke guest experiences across US Disney Parks and Disney Cruise Line. This includes the debut of new HEINZ condiment stations and custom-designed equipment throughout the parks. Additionally, HEINZ will delight fans at D23: The Ultimate Disney Fan Event this August 14-16 in Anaheim, with new sauces from their Sauce Vault.
The alliance also unlocks opportunities for integrated marketing campaigns, digital content and brand-led marketing campaigns across Disney’s media platforms—creating powerful opportunities for families and fans to engage across meals, moments and memories.
The multi-year collaboration brings Kraft Heinz brands to consumers at scale through one of the world’s most powerful entertainment ecosystems. Inspired by Disney’s enduring cultural impact and multi-generational fandom, the alliance advances Kraft Heinz’s ambition to meet consumers wherever culture is happening—at the intersection of food, sports and entertainment.
The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, cruises, and more throughout the year. Fans can also expect surprises at D23: The Ultimate Disney Fan Event this August, offering an early glimpse into the collaboration.
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