The Walt Disney Company and Kraft Heinz have signed a wide-ranging, multiyear "strategic alliance" that will see Kraft Heinz brands integrated across Disney's film and television output, theme parks and cruise ships. The deal, notable for its scope, reflects both companies' interest in reaching consumers at "mealtime moments" tied to entertainment, blending advertising and brand exposure with Disney's vast portfolio of franchises and live events such as sport broadcasts.

Financial terms were not disclosed, but the agreement covers ten Kraft Heinz brands, including Heinz, Philadelphia and Kraft Mac & Cheese, which will receive prominent placement at Walt Disney World in Orlando, Disneyland in Anaheim, and on Disney cruises departing North America. Plans include new menu items and condiment stations across the parks, a presence at this summer's D23 fan event, and potential media tie-ins such as product integration in Disney films, television shows or coverage of next year's Super Bowl on ESPN. Kraft Heinz's North America chief marketing officer, Todd Kaplan, said the multiyear structure gives both firms scope to align future products, films and shows over time.