Kraft Heinz becomes exclusive condiments supplier for Disney North American resorts

Deal extends to character licensing and co-created streaming content across 10 brands

Kraft Heinz and The Walt Disney Co. have entered a multiyear partnership that makes the food company the exclusive provider of condiments, macaroni and cheese, and cream cheese at Disney’s North American parks and resorts, as well as on the Disney Cruise Line, the Wall Street Journal reported Monday.

The deal also grants Kraft Heinz the right to use Disney characters and storylines across 10 of its brands, including Heinz, Philadelphia, and Kraft Mac & Cheese. The partnership extends to Disney’s studios and streaming platforms, where Kraft Heinz will fund content co-created by the two entities.

Nicolas Amaya, Kraft Heinz’s new head of its North America business, described the deal as part of a broader marketing shift. “That’s what marketing is about today,” Amaya said in an interview. “It’s about creating experiences that are memorable.” He cited possible in-park features such as condiment stations at Disneyland with ketchup dispensers shaped like Star Wars lightsabers, and products like Cinderella Mac & Cheese or Jet-Puffed marshmallows marketed with images of Olaf from Frozen.

The partnership is the latest step in Kraft Heinz’s effort to breathe new life into its decades-old brands and revive sales after years of decline. The company said the deal represents the next phase of a strategy to expand beyond grocery shelves and into immersive experiences and experiential commerce.

Earlier this year, Kraft Heinz paused plans to split into two separate companies, as MSI previously reported. CEO Steve Cahillane, who took the reins earlier this year and initially was expected to carry out a corporate breakup, changed course after saying the company’s problems were fixable. Cahillane has since committed $600 million to marketing, sales, research and development, and other areas to fuel a recovery in the U.S. business. Amaya said the Disney deal will make use of those funds.

Amaya, who previously worked with Cahillane at Kellogg and Kellanova, said many food trends originate in restaurants and entertainment venues. “A lot of the things that happen here actually translate to retail,” he said.

Kraft Heinz also signed a deal with the National Football League earlier this year, aiming to boost the presence of Heinz condiments at stadiums while allowing the company to use NFL-related material in its own marketing and advertising.

Disney operates two sprawling U.S. resorts — Disneyland in Anaheim, California, and Walt Disney World in Orlando, Florida — each encompassing multiple theme parks, hotels, and restaurants.