CHICAGO — The Kraft Heinz Co. today announced a multiyear “strategic alliance” with The Walt Disney Co. to bring 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 CPG giant said in announcing the collaboration.
The collaboration combines Kraft Heinz’s leadership in flavor and innovation with Disney’s world-class culinary creativity and storytelling to introduce new menu offerings and bespoke guest experiences across U.S. Disney Parks and Disney Cruise Line, according to the statement. The deal also calls for the debut of new Heinz condiment stations throughout the parks.
“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,” said Nicolas Amaya, president of North America at Kraft Heinz.
Ten Kraft Heinz brands, including Heinz, Philadelphia, and Kraft Mac & Cheese, will become part of Disney moments in settings ranging from Main Street, U.S.A. (the first "themed land" inside the main entrance of many Disney theme parks) to Star Wars: Galaxy’s Edge, the feature film that's part of the Star Wars franchise created by George Lucas and acquired by Disney nearly 15 years ago.
The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, and cruises, over the ensuing months.
