business
Disney, Kraft Heinz form multiyear partnership for parks and cruises
The companies will add Kraft Heinz products to U.S. theme parks and cruise ships starting this summer. The agreement also includes marketing campaigns and new menu items at the parks.
Jul 21, 3:29 PM·1m read1 source
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Walt Disney Co. and Kraft Heinz have formed a multiyear partnership that will place ten Kraft Heinz brands in U.S. theme parks and on cruise ships. The brands include Heinz, Philadelphia cream cheese and Kraft Mac & Cheese. New condiment stations and custom equipment will be installed at the parks in the short term.
The deal begins this summer and covers Anaheim’s Disneyland Resort, Orlando’s Walt Disney World and Disney cruise ships sailing from North American ports. It also permits integrated marketing campaigns and digital content on Disney media platforms. A Heinz spokesperson described the arrangement as Disney’s highest level of partnership and said it is intended to continue over time.
Becca Vodnoy, Walt Disney Co. senior vice president of corporate alliances, said in a joint statement that the companies will build creative experiences for consumers across destinations, platforms and fan touchpoints. Financial terms were not disclosed.
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