Kraft Heinz signs multiyear Disney deal for parks and branding
Kraft Heinz has entered a multiyear partnership with Disney, becoming the exclusive provider of certain condiments, macaroni and cheese, and cream cheese at Disney's North American parks, resorts, and cruise line. The deal also allows Kraft Heinz to feature Disney characters on its products sold in stores. Ten Kraft Heinz brands are involved, including Heinz, Philadelphia, and Kraft Mac & Cheese. The partnership extends to content development for Disney's studios and streaming platforms. Kraft Heinz CEO Steve Cahillane plans to spend $600 million on marketing and R&D to support a U.S. business recovery, with the Disney deal drawing on those funds. The company previously struck a similar deal with the NFL. New North America head Nicolas Amaya highlighted experiential marketing possibilities like Star Wars-themed ketchup dispensers and Cinderella-branded mac and cheese.
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