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TORONTO - Kraft Heinz Canada and Maple Leaf Sports & Entertainment (MLSE) announced Tuesday a new multi-year partnership that brings Heinz products back to MLSE venues, making Heinz the Official Ketchup of the Toronto Maple Leafs and Toronto Raptors for the 2025-2026 season and beyond.
After more than six years away, Heinz Ketchup and Mustard will return to Scotiabank Arena, BMO Field, Coca-Cola Coliseum and other MLSE venues, coinciding with the start of the NHL season this week.
"Our return reunites these two passion points and brings Canada’s number one ketchup back to MLSE venues," said Kelly Fleming, Chief Marketing Officer at Kraft Heinz Canada.
As part of the partnership, Scotiabank Arena will feature three new Heinz condiment stations equipped with ketchup and mustard taps, along with custom wall installations that highlight classic game-day menu items.
Jordan Vader, Senior Vice President of Global Partnerships at MLSE, noted that Heinz is "a staple brand in Canadian fans’ homes" and that the partnership will extend "that familiar quality into their Maple Leafs and Raptors game-day experiences."
Heinz Ketchup is produced in Canada using locally grown tomatoes, according to the company’s press release statement.
Kraft Heinz Canada is a subsidiary of The Kraft Heinz Company (NASDAQ:KHC) formed after the 2015 merger between Kraft Foods Group and H.J. Heinz Company. While currently trading near its 52-week low, analysts remain optimistic about the company’s prospects, with InvestingPro analysis showing strong free cash flow yields and forecasting a return to profitability this year. For detailed insights and additional ProTips, investors can access the comprehensive Pro Research Report available on InvestingPro.
In other recent news, Kraft Heinz Company is preparing for a significant transformation as the board has approved a split into two separate entities: the North American Grocery business and the Global Taste Elevation company. This separation is anticipated to be completed in the second half of 2026. In light of this development, Stifel has adjusted its price target for Kraft Heinz from $30.00 to $28.00 while maintaining a Hold rating. TD Cowen also reiterated a Hold rating, citing competitive pressures in the sliced meats category and challenges in international markets, leading to a revised third-quarter organic sales estimate of -2.4%. Piper Sandler maintained a Neutral rating with a $30.00 price target, highlighting ongoing retail headwinds and increased price competition in deli meats. Bernstein reiterated a Market Perform rating and a $30.00 price target, analyzing potential deals for the company’s planned split. These recent developments reflect ongoing strategic changes and market challenges faced by Kraft Heinz.
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