Disney and Kraft Heinz have announced a new strategic partnership aimed at weaving the brand's iconic food products into Disney's storytelling universe. The collaboration will span Disney theme parks, Disney Cruise Line, D23, and everyday family dining moments, with activations that go well beyond traditional advertising.
According to the joint announcement, Kraft Heinz products will appear across Disney's digital content, marketing campaigns, and unique in-person experiences. The goal is to keep Disney fans engaged with the brand at the table and far beyond it — think imaginative tie-ins inspired by beloved franchises like Star Wars or the Avengers worked into sauces, mac and cheese, and other products.
Becca Vodnoy, Senior Vice President of Corporate Alliances at The Walt Disney Company, said the partnership reflects how both companies believe families connect through everyday moments, with plans to build creative experiences across Disney's destinations, platforms, and fan touchpoints.
The partnership draws a clear parallel to Disney's long-running relationship with Dole, which transformed a simple theme park treat — the Dole Whip — into an enduring cultural touchstone that fans recreate at home long after their park visit ends. The hope is that Kraft Heinz products can achieve a similarly lasting emotional resonance.
The first official reveal comes at the upcoming D23 event, where a "Sauce Vault" opening is planned as the partnership's debut moment. This story was originally reported by FlickDirect.
