Kraft Heinz has entered into a multi-year agreement with music entertainment company Live Nation to bring its products to concertgoers across the country. As part of the deal, the CPG heavyweight will be the Official Condiment and Official Mac & Cheese of 80 select venues in the Live Nation portfolio. Products including Heinz Ketchup, Mustard and Relish, along with Kraft Deluxe Mac & Cheese, will be integrated into menu offerings at the Live Nation venues. The partnership will kick off at the Lollapalooza music festival from July 31 to August 3. “By partnering with Live Nation, we’re able to create unforgettable experiences that bring fans together through food, live music, and entertainment,” said Peter Hall, president of elevation, North America at Kraft Heinz. “As part of our company strategy, we continue to look for ways to engage with consumers anywhere they’re eating outside of the kitchen – including at music festivals, concerts, and more. Our partnership with Live Nation is a great example of this in action, helping us turn up the flavor and highlight our beloved sauce portfolio to music fans nationwide.”