The Kraft Heinz Company and The Walt Disney Company have announced a long-term, multi-year strategic alliance spanning foodservice, media, events, and other areas, according to the release.
The alliance will appear across Disney’s North American parks and resorts, Disney Cruise Line, and Disney’s studios and streaming platforms, and creates opportunities involving Disney’s franchises. It enables Kraft Heinz and Disney to deliver new menu offerings, dining experiences and storytelling-driven offerings inspired by Disney’s portfolio of stories and franchises.
Ten Kraft Heinz brands — including Heinz, Philadelphia and Kraft Mac & Cheese — will become part of Disney moments, appearing in settings including Main Street, U.S.A. and 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, Florida, Disneyland Resort in Anaheim, California, and on Disney Cruise Line sailings out of North America.
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The collaboration combines to introduce new menu offerings and guest experiences across U.S. Disney Parks and Disney Cruise Line. This includes the debut of new Heinz condiment stations and custom-designed equipment throughout the parks.
The alliance also includes integrated marketing campaigns and digital content across Disney’s media platforms.
“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” said Nicolas Amaya, President of North America, Kraft Heinz Company.
“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.”
“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,” said Becca Vodnoy, Senior Vice President of Corporate Alliances, The Walt Disney Company.
“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.”
The alliance launches this summer, with activations and experiences rolling out across North American Disney parks, resorts and cruises throughout the year. D23: The Ultimate Disney Fan Event in August will offer an early glimpse into the collaboration.
