Kraft Heinz has struck a multiyear partnership with Disney that makes it the exclusive provider of certain condiments, macaroni and cheese, and cream cheese at Disney's North American parks, resorts, and cruise line, while also allowing the food company to feature Disney characters on products sold in stores. Ten Kraft Heinz brands fall under the agreement, among them Heinz, Philadelphia, and Kraft Mac & Cheese, according to the Wall Street Journal. The arrangement also reaches into Disney's studios and streaming platforms, with Kraft Heinz putting money behind content that the two companies will develop together. Kraft Heinz described the deal as a move to push its products into experiential commerce, part of a wider campaign to arrest a prolonged slide in sales. Chief Executive Steve Cahillane said the company plans to spend $600 million on marketing, sales, research and development, and related areas to support a recovery in its U.S. business, and the Disney deal will draw on those funds.
The Kraft Heinz CompanyKraft Heinz secures exclusive placement at Disney parks and character licensing for retail products, aiming to reverse sales decline.
Walt Disney CompanyDisney gains a multiyear partnership with Kraft Heinz for exclusive branding and content development, boosting park and streaming revenue.