The menus of restaurants and snack carts throughout Disney theme parks continually evolve to introduce new entrées, specialty treats, and hopefuls for the next viral Disney dessert. We keep track of these changes weekly, and Disney is always adjusting menus. Rarely, though, does a single announcement affect hundreds of dining locations’ menus at once.
Disney announced a partnership with a food brand that will affect menus across Disneyland, Walt Disney World, and Disney Cruise Line. We have details for what to expect. Mickey Visit brings you the latest Disney news and planning resources, including the menu of a new Disney Springs dining location and our pick for an affordable Disney World character breakfast.
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Disney’s New Partnership with Major Food Brand
The Walt Disney Company and the Kraft Heinz Company announced a partnership that will impact dining locations across Disney’s theme parks, cruises, and resorts.
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Disney’s announcement mentioned 10 Kraft Heinz brands will be integrated into the parks, but only named 3 of them: HEINZ condiments, Philadelphia cream cheese, and Kraft Mac & Cheese. A marketing image, pictured below, also includes Jet-Puffed Marshmallows and JELL-O. Some of Kraft Heinz’s other brands include Oscar Mayer, Ore-Ida, Velveeta, Kool-Aid, CapriSun, and Lunchables. These are classic American brands and now we will see them directly mentioned on Disney menus.
The partnership will affect the parks in two primary ways: menus and experiences.
For menus, guests can expect to see Kraft Heinz products as part of items at “hundreds of dining locations” at Disneyland and Disney World, as well as on Disney Cruise Line sailings from North America.
Disney will also debut HEINZ condiment stations at restaurants. Some Disney restaurants, like Backlot Express at Disney’s Hollywood Studios, already offer self-serve condiment stations for generic, non-branded ketchup, mustard, honey mustard, or barbecue sauce. In those cases, it’s easy to imagine the basic structure staying the same, but the labels and presentation adhering to the HEINZ brand, as they do in the company’s condiment stations at Six Flags parks.
Additionally, HEINZ will delight fans at D23: The Ultimate Disney Fan Event this August 14-16 in Anaheim, Calif., with new sauces from their Sauce Vault.
As for experiences, the teased language is less concrete. Disney said it will collaborate with Kraft Heinz on “storytelling-driven offerings inspired by Disney’s unmatched portfolio of beloved stories and franchises” and “bespoke guest experiences,” but stopped short of announcing anything specific.
The alliance also unlocks opportunities for integrated marketing campaigns, digital content and brand-led marketing campaigns across Disney’s media platforms—creating powerful opportunities for families and fans to engage across meals, moments and memories.
“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” said Nicolas Amaya, President of North America at Kraft Heinz Company. “For generations, families have grown up with our brands side by side—watching Disney favorites with a bowl of Kraft Mac & Cheese or reaching for HEINZ at the table. This alliance is about showing up together in the moments that matter most—whether at the parks or at home—to deliver elevated experiences and storytelling that turn everyday meals into memories that last a lifetime.”
The multi-year collaboration brings Kraft Heinz brands to consumers at scale through one of the world’s most powerful entertainment ecosystems. Inspired by Disney’s enduring cultural impact and multi-generational fandom, the alliance advances Kraft Heinz’s ambition to meet consumers wherever culture is happening—at the intersection of food, sports and entertainment.
“Disney Corporate Alliances is focused on working with iconic brands with shared values to create meaningful experiences that bring families closer to the stories and places they love,” said Becca Vodnoy, Senior Vice President of Corporate Alliances at The Walt Disney Company. “The collaboration with Kraft Heinz is the perfect demonstration of another brand that understands how families connect through everyday moments, and together we will build creative experiences for our consumers across our destinations, platforms, and fan touchpoints.”
The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, cruises, and more throughout the year. Fans can also expect surprises at D23: The Ultimate Disney Fan Event this August, offering an early glimpse into the collaboration.
This may be similar to when a company like General Motors sponsors a ride like Test Track and has a say in the ride experience. We haven’t previously seen a sponsorship like this from Kraft Heinz.
When Disney partners with food and beverage brands, the companies sometimes adapt the food product into the parks in a way that thematically makes sense for its setting. For instance, the Coca-Cola bottles in Star Wars: Galaxy’s Edge are shaped like spheres, emulating droids. The Starbucks location on Main Street, U.S.A., bears the coffee company’s vintage mermaid logo rather than the modern siren, keeping with Main Street’s throwback atmosphere.
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