After about a year of laying the groundwork for its presence in crypto-adjacent technology, Kraft Heinz is the latest major brand to unveil a strategy around what proponents herald as the next iteration of the internet, Web3.

The food conglomerate is launching what it says will be a long-term plan for the space with a set of non-fungible tokens (NFTs) bearing the image of an Oscar Mayer Wiener Whistle to be distributed in online meat-ups. and in person at the Art Basel event in Miami this week, which will also feature the Wienermobile.