The Kraft Heinz Company this week announced a new partnership. But it isn’t with another condiment brand, or even within the realm of food.
The food and beverage giant is instead 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 will give Kraft Heinz a leg up as its sales face an ongoing slide. Here are some of the most notable details from the unusual arrangement.
Unexpected products
The partnership will produce some new and unexpected products, like Cinderella-branded mac and cheese, and marshmallow packaging featuring Olaf from Frozen, according to Kraft Heinz.
The Kraft partnership will also shape Disney’s guest experiences, with Disney resorts and cruises introducing new menu items featuring Kraft products.
A new line of custom-designed Heinz condiment stations will pop up throughout the parks.
Nicolas Amaya, Kraft Heinz’s North American business leader, mentioned possible Star Wars lightsaber-shaped condiment dispensers at Disney’s theme parks in a Wall Street Journal interview.
Kraft Heinz will also have a presence at D23, Disney’s premier fan event in Anaheim, California, which takes place next month. There, the fans can experience new sauces from the brand’s “sauce vault” and receive a limited-edition pin.
But the partnership goes beyond the plate—and the park—with a digital component. The two companies released a joint ad, where Kraft products and Disney are marketed as “meant to be together.”
Kraft products will soon appear in co-branded streaming content for Disney+, meaning the brand will start being featured in Disney+’s TV and film content, according to The Hollywood Reporter.
Strengthening sales beyond the shelf
For Disney, the Kraft Heinz partnership is another one of its many channels for reliable promotional revenue, without having to take on all of the marketing and development costs.
But the partnership means more for Kraft Heinz. The move is part of the company’s wider campaign to salvage sales after a tumultuous year.
In 2025, organic net sales decreased 3.4% and are expected to continue falling throughout 2026. The company nearly split in two before a new CEO, Steve Cahillane, decided the problems could be fixed with better marketing and expanding brand presence.
Kraft Heinz has since been trying to strengthen sales on and off grocery shelves. In March, the brand announced a five-year partnership with the NFL, bringing the company’s condiments to stadiums nationwide. Now, the Disney partnership is extending it to another mass retailer.
Earlier this year, as Reuters reported, Kraft Heinz announced plans to spend $600 million on marketing, sales, and research and development as the business attempts to lift its revenue. The company says the Disney collaboration is the next step in the business’s strategy of pivoting from traditional sales to experiential commerce to catch up with their previous losses.
Despite this announcement, shares of Kraft Heinz Co. (Nasdaq: KHC) were relatively flat yesterday. The stock is up 0.91% today as of this writing.
