Disney and Kraft Heinz Strike a Multi-Year Alliance Spanning Parks, Cruises, and Streaming
The Walt Disney Company and Kraft Heinz have announced a long-term strategic alliance that brings ten Kraft Heinz brands, including HEINZ and Kraft Mac & Cheese, into Disney dining and storytelling. The collaboration touches hundreds of dining locations across Walt Disney World, Disneyland Resort, and Disney Cruise Line, with a first look promised at D23 this August.
The Walt Disney Company and the Kraft Heinz Company have announced a long-term strategic alliance that will reach across Disney's North American parks, resorts, cruises, studios, and streaming platforms. The deal brings ten Kraft Heinz brands into Disney dining and marketing, with the first activations set to roll out this summer.
Key Details
- Partners: The Walt Disney Company and Kraft Heinz
- Brands involved: Ten Kraft Heinz labels, including HEINZ, Philadelphia, and Kraft Mac & Cheese
- Where: Hundreds of dining locations across Walt Disney World, Disneyland Resort, and Disney Cruise Line
- First look: D23: The Ultimate Disney Fan Event, August 14 to 16 in Anaheim
What the alliance covers
The agreement is enterprise wide, spanning foodservice, media, and events rather than a single product line. Disney describes it as a platform for new menu offerings, distinctive dining experiences, and storytelling tied to its franchises, reaching families both in the parks and at home. Ten Kraft Heinz brands will appear in Disney settings that range from Main Street, U.S.A. to Star Wars: Galaxy's Edge.
New dining and experiences in the parks
On the culinary side, the collaboration pairs Kraft Heinz flavor development with Disney's own culinary teams to introduce new menu items and custom guest experiences across U.S. Disney Parks and Disney Cruise Line. That includes the debut of new HEINZ condiment stations and custom-designed equipment throughout the parks. HEINZ will also bring new sauces from its Sauce Vault to D23 this August.
Marketing and media tie-ins
Beyond food, the alliance opens the door to integrated marketing campaigns and brand-led content across Disney's media platforms. Executives from both companies framed the partnership around shared family associations. Peter Hall, President of Away from Home at Kraft Heinz, pointed to generations of families who grew up with Kraft Mac & Cheese and HEINZ alongside Disney favorites. Becca Vodnoy, Senior Vice President of Corporate Alliances at Disney, said the collaboration fits the company's approach of working with brands that connect with families through everyday moments.
What this means for guests
For park visitors, the practical upshot is more familiar grocery-aisle names showing up on menus and at condiment stations, plus Disney-themed twists on those products over time. The alliance officially launches this summer, with experiences rolling out across North American parks, resorts, and cruises through the year. Fans attending D23 in August will get the earliest glimpse of what the partnership looks like in person.