Kraft Heinz and Disney announce long-term partnership across parks, media and products

Author: Louise Imber Read Time: 3 minutes

Stock Tickers: KHC -2.31% | DIS -3.17%

The Kraft Heinz Company announced a new partnership this week—but not with another condiment brand or even within the food industry. Instead, the food and beverage giant is teaming up with the Walt Disney Co.

The long-term partnership will bring 10 Kraft Heinz brands to Disney parks, resorts, and cruises across North America, and is expected to give Kraft Heinz a boost as its sales continue to decline. Below are the most notable details from the unusual arrangement.

Unexpected Products

The partnership will introduce new and unexpected products, including:

• Cinderella-branded mac and cheese
• Marshmallow packaging featuring Olaf from Frozen

According to Kraft Heinz, the collaboration will also shape Disney's guest experiences. Disney resorts and cruises will introduce new menu items featuring Kraft products, and a new line of custom-designed Heinz condiment stations will appear throughout the parks.

In a Wall Street Journal interview, Nicolas Amaya, Kraft Heinz's North American business leader, suggested possible Star Wars lightsaber-shaped condiment dispensers at Disney's theme parks.

Kraft Heinz will also have a presence at D23, Disney's premier fan event in Anaheim, California, taking place next month. There, fans can sample new sauces from the brand's "sauce vault" and receive a limited-edition pin.

The partnership extends beyond food and parks into digital content. The two companies released a joint ad marketing Kraft products and Disney as "meant to be together." According to The Hollywood Reporter, Kraft products will soon appear in co-branded streaming content on Disney+, meaning the brand will be featured in Disney+ TV and film content.

Strengthening Sales Beyond the Shelf

For Disney, the Kraft Heinz partnership represents another reliable channel for promotional revenue, without bearing all the marketing and development costs.

For Kraft Heinz, however, the deal carries greater significance. It is part of a wider campaign to salvage sales after a turbulent year.

In 2025, organic net sales decreased by 3.4%, and further declines are expected throughout 2026. The company nearly split in two before new CEO Steve Cahillane decided the problems could be addressed through better marketing and expanded brand presence.

Since then, Kraft Heinz has worked to strengthen sales both on and off grocery shelves. In March, the brand announced a five-year partnership with the NFL, bringing its condiments to stadiums nationwide. The Disney partnership now extends that strategy to another mass-market platform.

Earlier this year, as Reuters reported, Kraft Heinz announced plans to spend $600 million on marketing, sales, and research and development as part of its effort to lift revenue. The company says the Disney collaboration is the next step in its strategy of shifting from traditional sales to experiential commerce to recover from previous losses.