Let’s get down to business (strategy). In this edition of Your M&A and Corporate Partner, Connie Phelps explores the recently announced strategic partnership between media and entertainment behemoth The Walt Disney Company and Kraft Heinz and analyzes how the food and beverage company hopes to become Disney’s next big star.
Earlier this week, The Walt Disney Company and Kraft Heinz announced that they are joining forces in a multi-year strategic partnership to connect Kraft Heinz’s portfolio of food brands with Disney’s expansive projects and audience.
Together, the two companies plan to blend their shared appeal to families through a variety of storytelling-driven activations, including offering exclusive menu items and experiences at North American Parks and Disney Cruises, and through integrated content and marketing campaigns that could see Heinz ketchup appearing on Disney+ or Olaf on a bag of Jet-Puffed marshmallows. Rumors are already circulating about lightsaber ketchup dispensers and Cinderella-shaped Kraft macaroni and cheese as Disney lovers anticipate what this new partnership will look like in practice.
To kick off the new alliance this summer, Kraft Heinz is joining Disney’s much-anticipated D23: Ultimate Fan Event in Anaheim, California this August with its HEINZ Flavor Ferry, a fan experience that will provide access to new sauces from HEINZ’s Sauce Vault, in addition to a limited edition “it’s a flavorful world” Disney-HEINZ pin (sure to be a must-have for Disney’s dedicated pin collectors).
This move is the latest in a series of business decisions intended to reinvigorate Kraft Heinz’s market presence. In February 2026, the snack maker paused its plan to split the company into two separate publicly traded entities, instead reinvesting in the business under its new CEO Steve Callihane. One of the company’s flagship brands, HEINZ, then announced a five-year deal with the NFL to become the league’s first-ever global condiment partner. The 2026 draft was hosted in HEINZ’s hometown of Pittsburgh, PA, and crowned the 57th player in the draft “Mr. 57” (as a nod to iconic numbers on HEINZ’s classic ketchup bottles).
What Can Businesses Learn From This?
There is an African proverb that is frequently cited by business leaders: If you want to go fast, go alone; if you want to go far, go together. Kraft Heinz is attempting to go far by joining forces with Disney. Through this partnership, Kraft Heinz can connect with Disney’s dedicated fans (and captive audiences in the parks and onboard the cruise ships) and access the entertainment giant’s massive IP portfolio for marketing and original content. For a company looking to reinvigorate its market standing, strategically aligning with a powerful company that shares its target audience can maximize the impact of Kraft Heinz’s multimillion-dollar investment.
In turn, Disney has a new source for promotional revenue and access to additional funding to continue creating digital content and in-park experiences to drive continued audience interest. When properly structured, strategic partnerships can have both companies walking out feeling like superstars.
Looking for strategic ways to boost your business growth? Contact M&A and Corporate lead Connie Phelps at cphelps@berenzweiglaw.com.
DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.
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