Walt Disney (DIS) stock trades near $92.83 and Kraft Heinz (KHC) sits at $25.36 as the two companies announce a multiyear food supply partnership covering Disney’s North American theme parks, resorts, and cruise ships.
The deal makes Kraft Heinz the exclusive provider of certain condiments, macaroni and cheese, and cream cheese across Disney World, Disneyland, and the Disney Cruise Line. Guests will begin seeing Heinz sauce dispensers, Kraft Mac & Cheese dishes, and Philadelphia cream cheese items on menus across hundreds of locations.
The partnership goes beyond just food service. Kraft Heinz will also be allowed to use Disney characters and stories across 10 of its brands in retail stores. Think Cinderella-themed mac and cheese or Olaf-branded marshmallows on grocery shelves.
Both companies will also co-create content for Disney’s studios and streaming platforms, funded by Kraft Heinz. Branded activations are planned for Disney’s upcoming D23 fan event, including custom sauce stations.
The deal is part of a broader push by Kraft Heinz CEO Steve Cahillane, who took over earlier this year and shifted away from a planned corporate breakup. He has committed $600 million toward marketing, sales, and research to turn around the company’s U.S. business.
Nicolas Amaya, Kraft Heinz’s new head of its North America business, said the strategy is about creating experiences, not just selling products. He pointed to examples like ketchup dispensers shaped like Star Wars lightsabers at Disneyland.
Kraft Heinz has also recently signed a deal with the NFL to boost Heinz’s presence at stadiums across the country, showing a pattern of using major entertainment partnerships to revive brand visibility.
For Disney, the arrangement fits its model of bringing in corporate sponsors to enhance park dining while sharing costs. It avoids Disney having to fund new food product development on its own.
Neither company released specific financial terms. Stock movement for both DIS and KHC was minimal following the announcement, with the market treating the deal as a long-term brand play rather than a near-term earnings driver.
Disney stock carries a Strong Buy consensus from Wall Street analysts, with an average price target of $130.11, pointing to around 40% upside from current levels. Its Smart Score sits at 9 out of 10.
Kraft Heinz holds a Hold consensus, with an average price target of $23.00 — implying around 9% downside from current levels. Its Smart Score is 6, though its dividend yield of 6.16% is well above Disney’s 1.56%.
Disney’s market cap stands at $166.48 billion. Kraft Heinz’s is $30.78 billion.
Kraft Heinz reported years of declining sales volume, and this deal is one of several moves under new leadership aimed at reversing that trend through experiential and retail brand activations.
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