Kraft Heinz and Disney Announce Surprising New Partnership Across Parks, Media, and Products
The Kraft Heinz Company and Walt Disney Co. have announced a long-term partnership that will bring 10 Kraft Heinz brands to Disney parks, resorts, and cruises across North America. The collaboration includes unexpected co-branded products such as Cinderella-themed mac and cheese and Frozen-inspired marshmallow packaging featuring Olaf. Disney resorts will introduce new menu items using Kraft products, and custom Heinz condiment stations, possibly including Star Wars lightsaber-shaped dispensers, will appear in parks. The partnership also extends to digital media, with Kraft products appearing in co-branded streaming content on Disney+. For Kraft Heinz, the deal is part of a broader strategy to reverse declining sales, following a 3.4% drop in organic net sales in 2025 and a near-split earlier this year. The company plans to spend $600 million on marketing and R&D, building on a previous partnership with the NFL to expand experiential commerce beyond traditional grocery shelves.
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