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A new multi-year agreement gives Kraft Heinz the right to feature Disney characters on products while expanding its footprint across Disney properties.
Cinderella-branded mac and cheese, or Jet-Puffed marshmallows featuring Olaf could soon be gracing store shelves, thanks to a new partnership
This week, Kraft Heinz announced that they have landed a multiyear partnership with Disney that makes it the exclusive provider of certain condiments, macaroni and cheese, and cream cheese across Disney’s North American parks, resorts, and cruise line, while also giving the food company rights to feature Disney characters on products sold in stores.
The partnership doesn’t stop there, either as it extends into Disney’s studios and streaming platforms as well, with Kraft Heinz funding content the two companies will co-develop.
Among the biggest reactions is the return of Heinz ketchup itself. Back in April 2021, Disney swapped Heinz for Red Gold ketchup—a cost-cutting move that drew mixed reactions, particularly die-hard fans attached to Heinz’s familiar taste.
The difference may not be dramatic, but it’s been enough to spark plenty of conversation. “Finally…the good ketchup returns,” one user posted. “Yay,” another user said, “We hate the other ketchup so this is good news.”
Wendy Zajack, adjunct professor of marketing at Georgetown’s McDonough School of Business, explained to Inc. that putting recognizable Kraft brands like Mac & Cheese and Heinz in front of vacationing consumers is a smart way to keep the brand top of mind.
The idea, she said, is that the exposure lingers well after the trip ends, so seeing those products again at home triggers a connection back to the vacation itself. This creates a kind of feedback loop as the brands stay present in everyday life through the pantry or fridge, while also carrying an emotional tie to a positive travel memory which reinforces brand loyalty from both directions.
Kraft Heinz has already made headlines with a big deal this year. In March, the company struck an agreement with the NFL to expand Heinz condiments’ presence in stadiums nationwide, while also weaving NFL branding into its own promotional campaigns.
Zajack pointed to Disney’s history of partnering with major brands like this in addition to Coca-Cola, McDonald’s, and Star Wars as evidence that the company is highly deliberate about who it teams up with, making this deal a natural fit.
She framed it as part of a broader marketing shift toward maximizing “brand bang for your buck” by immersing consumers in a full brand experience. The Kraft Heinz partnership fits that pattern well, blending physical and digital touchpoints through new menu items and dining experiences.
Between the nostalgia and the new menu items on the way, it’s easy to see why fans are excited to see these two brands reunite.
This post originally appeared at inc.com.
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