Kraft Heinz and Disney Ink Multi-Year Deal: 10 Brands Hit Parks and Cruise Ships

Kraft Heinz Co. and The Walt Disney Co. this week announced a multi-year strategic partnership that will bring 10 of Kraft Heinz’s biggest brands into Disney’s U.S. theme parks, resorts, and North American cruise line, along with integrated marketing campaigns. The collaboration kicked off this summer. As of the July 22, 2026 close, Disney (DIS) traded at $95.87, down 0.28% from the prior close of $96.14, with an intraday range of $97.12 to $95.645. (U.S. markets were closed July 23 for a holiday, so this is the most recent session.) Kraft Heinz’s (KHC) previous close was not provided in the source material.

Ten Brands, Hundreds of Dining Locations

According to a joint statement, the partnership covers 10 Kraft Heinz brands, including HEINZ, Philadelphia Cream Cheese, and Kraft Mac & Cheese. These brands will appear at hundreds of dining locations across Disneyland Resort, Walt Disney World, and Disney Cruise Line’s North American itineraries, with new menus and dining experiences rolling out from Main Street, U.S.A. to Star Wars: Galaxy’s Edge.^{[WDW News Today]}

In the near term, the parks will install new HEINZ condiment stations and custom-designed equipment. Additionally, HEINZ’s “Sauce Vault” will debut at D23: The Ultimate Disney Fan Event, where attendees will get a first taste of custom sauces and new flavor concepts.^{[WDW News Today]}

From Kitchen Table to Park Experience

“Kraft Heinz and Disney are two companies woven into the fabric of family life,” said Nicolas Amaya, President of Kraft Heinz North America, in a statement. “For generations, families have grown up with our brands—watching Disney classics while enjoying a bowl of Kraft Mac & Cheese, or reaching for HEINZ at the dinner table. This partnership is about showing up together in the moments that matter most—whether in the parks or at home—delivering elevated experiences and storytelling that turn everyday meals into lasting memories.”^{[WDW News Today]}

“Disney’s corporate alliances focus on partnering with iconic brands that share our values to create meaningful experiences that bring families closer to the stories and places they love,” added Becca Vodnoy, Senior Vice President of Disney Corporate Alliances. “Our partnership with Kraft Heinz is a perfect example of how another brand understands the way families connect through everyday moments, and together we’ll create creative experiences for consumers across our destinations, platforms, and fan touchpoints.”^{[WDW News Today]}

Top-Tier Alliance and Strategic Pivot

Neither side disclosed financial terms, but a Kraft Heinz spokesperson told the Los Angeles Times that this is Disney’s “highest level of partnership” and is designed as an ongoing effort.^{[Los Angeles Times]}

MediaPost called the deal a “landmark alliance.”^[MediaPost]

Industry analysts see the transaction as a core part of Kraft Heinz’s turnaround strategy. According to The Drum, the partnership aims to find new resonance through Disney characters’ fan bases, rituals, and emotional attachment, rather than relying on traditional advertising. The outlet cited research from CultureLab earlier this month showing that culturally relevant brands are valued nearly three times higher than less competitive peers. Meanwhile, traditional advertising has lost some of its punch in terms of returns and engagement, making “sliding into existing audience attention” an effective shortcut.^{[The Drum]}

From Cooperation to Co-Creation

In an analysis piece, The Drum CEO Anthony Freedman argued that while licensing characters onto products is a proven strategy, the success of this deal will hinge on whether the two companies can move beyond familiar licensing tactics to create something neither could do alone. He pointed to the involvement of Disney’s studio and discussions around co-creating content as areas to watch. “The co-created, co-owned ‘thing’—whether it’s around a food or snack category, or related to it—short-form content, products, merchandise, or live experiences—is what will truly differentiate this partnership from other licensing deals.”^{[The Drum]}

Separately, Kraft Heinz has also been active on the product innovation front. According to Food Business News, the company announced on July 22 the launch of a lactose-free cream cheese line under the Philadelphia brand. Made with milk, cream, and lactase, the product contains no preservatives, flavors, or colors, and will hit shelves at retailers nationwide in August.^{[Food Business News]}

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