Kraft Heinz and Disney Forge Strategic Partnership

By the Editorial Team · Wednesday, July 22, 2026

Kraft Heinz has partnered with Disney to become the exclusive supplier of select food products at Disney’s North American parks, resorts, and cruise line, while also gaining rights to use Disney characters in its marketing campaigns. This agreement aims to boost Kraft Heinz’s brand visibility and sales by integrating immersive consumer experiences and co-created content, supporting the company's broader strategy to revitalize its market presence.

Kraft Heinz and Disney have entered a strategic partnership that positions the food conglomerate as the exclusive supplier of select condiments, macaroni and cheese, and cream cheese products at Disney’s North American parks, resorts, and the Disney Cruise Line. The agreement also grants Kraft Heinz the rights to incorporate Disney characters and stories into marketing efforts across ten of its brands, including Heinz, Philadelphia, and Kraft Mac & Cheese.

This collaboration extends beyond product placement at Disney’s venues in Anaheim, California, and Orlando, Florida. Kraft Heinz will also support content co-created with Disney’s studios and streaming platforms as part of the deal. The partnership is designed to reinvigorate Kraft Heinz’s longstanding brands amid recent sales declines by expanding the company’s presence beyond traditional grocery retail and into immersive consumer experiences.

Nicolas Amaya, recently appointed head of Kraft Heinz’s North America business, described the agreement as part of a broader marketing strategy emphasizing memorable experiences. He cited examples such as condiment stations at Disneyland featuring ketchup dispensers shaped like Star Wars lightsabers and potential branded products like Cinderella-themed macaroni and cheese or Olaf-themed marshmallows inspired by Disney’s Frozen franchise.

The deal follows a similar arrangement Kraft Heinz reached earlier this year with the National Football League, aiming to increase Heinz condiment availability at stadiums nationwide and incorporate NFL-related branding into its advertising.

These initiatives come under the leadership of Kraft Heinz CEO Steve Cahillane, who assumed his role at the company earlier this year. Initially expected to oversee a corporate breakup, Cahillane instead has focused on revitalizing the company’s operations. Within his first two months, he appointed Amaya, with whom he previously worked at Kellogg and Kellanova, signaling a strategic shift toward driving growth through enhanced marketing and consumer engagement.

Cahillane has committed approximately $600 million toward marketing, sales, research and development, and other investments to support Kraft Heinz’s recovery in the U.S. market, emphasizing the importance of blending product appeal with experiential marketing to attract and retain customers.

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