4 hours ago
- Disney and Kraft Heinz have signed a multiyear strategic alliance, with Kraft Heinz paying for unique access and marketing across Disney's media, theme parks, cruise lines, and product packaging.
- Kraft Heinz can use Disney characters and stories across 10 of its brands, including Heinz, Philadelphia, and Kraft Mac & Cheese, and will fund co-created content for Disney's studios and streaming platforms.
- This is a bundle deal where Disney leverages its integrated offerings (TV, streaming, parks, cruises, IP) to sell to CPG brands; Kraft Heinz hopes to boost sales by associating its products with positive Disney experiences.
- Disney's bundle is unique, but similar strategies have emerged (e.g., Fertitta Entertainment integrating food and entertainment, Kraft Heinz's NFL partnership).
- NBCUniversal could potentially offer a similar bundle if spun off, but only two natural sellers (Disney and NBCUniversal) exist, making the bundler's position stronger than the payer's.