Kraft Heinz x Disney is a parks and cruise food partnership that brings the food company's brands to Disney destinations through a new multi-year agreement. Beginning this summer, the collaboration will introduce Kraft Heinz products to Walt Disney World Resort, Disneyland Resort, and Disney Cruise Line sailings departing from North America. More than 10 brands, including Heinz, Philadelphia, and Kraft Mac & Cheese, will appear across hundreds of dining locations through menu items, branded condiment stations, and custom food-service equipment. The partnership also extends beyond parks to Disney's entertainment, streaming, film, and live event businesses.
The collaboration launches alongside the Together at Last campaign, which recreates iconic Disney moments using Kraft Heinz products in everyday family settings. Future activations will include franchise-inspired dining experiences, branded food offerings, and appearances at events including D23: The Ultimate Disney Fan Event in Anaheim.
Image Credit: Disney, Kraft
What's Driving This Trend
- Entertainment-branded Dining
- Theme parks and cruise lines are turning everyday food staples into immersive brand touchpoints that blend familiar products with character-driven experiences.
- Cross-platform Food Partnerships
- Food companies are gaining new relevance through partnerships that span physical destinations, streaming content, fan events, and family-focused marketing campaigns.
- Franchise-inspired Menus
- Iconic entertainment properties are creating space for limited-time menu items and themed dining formats that deepen fan engagement beyond screens and attractions.
Who This Affects Most
- Theme Parks
- Large-scale attractions are expanding dining partnerships to make food service a more integrated part of guest storytelling and revenue generation.
- Packaged Foods
- Legacy food brands are finding fresh visibility through experiential placements that connect household products with premium leisure environments.
- Cruise Tourism
- Cruise operators are using branded food collaborations to enrich onboard dining while aligning voyages with recognizable entertainment ecosystems.
