Kraft Heinz and The Walt Disney Company have struck a multiyear agreement that makes Kraft Heinz the exclusive provider of select condiments, mac and cheese, and cream cheese across Disney's North American parks, resorts, and Disney Cruise Line ships, according to a report from The Wall Street Journal.
In return, Kraft Heinz gains the right to use Disney characters and stories on packaging and in stores for 10 of its brands — including Heinz, Philadelphia, and Kraft Mac & Cheese. The partnership also extends to Disney's studios and streaming platforms, where Kraft Heinz will help fund co-created content.
Nicolas Amaya, Kraft Heinz's head of its North America business, shared some early concepts for how the deal might take shape inside the parks: think ketchup dispensers styled like Star Wars lightsabers at Disneyland, Cinderella-themed Mac & Cheese, and Jet-Puffed marshmallows marketed alongside Olaf from Frozen. The agreement covers both of Disney's U.S. resort destinations — Disneyland in Anaheim and Walt Disney World in Orlando.
The partnership is a key part of Kraft Heinz's broader turnaround strategy under new CEO Steve Cahillane, who took the helm earlier this year. The company has committed $600 million toward marketing, sales, and research and development to support its U.S. recovery, and Amaya indicated the Disney deal will draw from that budget. A similar arrangement was recently signed with the NFL, placing Heinz condiments in stadiums while allowing NFL branding in Kraft Heinz marketing.
This story was first reported by WDW Magic, citing The Wall Street Journal.
