Tuesday, 24 October, 2017

Oprah's new food line hits supermarket shelves

O That's Good! savory sides Oprah Winfrey and Kraft Heinz Kraft Heinz, Oprah debut refrigerated soups and sides line
Juana Turner | 10 August, 2017, 00:27

The soups include baked potato, butternut squash, broccoli cheddar and tomato basil, while the sides consist of original mashed potato, garlic mashed potato, three-cheese pasta, and creamy parmesan pasta. Plus, the line is free artificial dyes or flavor additives.

"I love healthy foods and eating from my garden", Oprah said.

Urban reports that the partners are already looking for opportunities to expand the brand into other categories.

For more on our exclusive interview with Oprah Winfrey about her new ready-to-eat food line, pick up this week's issue of PEOPLE, on newsstands Friday.

Winfrey will be featured prominently throughout the creative and across media, as well as on the product packaging, he confirms.

The "four flavorful soups and four savory sides" will put a "nutritious twist on comfort food classics", according to the Business Newswire. "When Kraft Heinz approached me for a food line, what got my attention is making nutritious comfort foods more accessible to everyone". The soups will retail at supermarkets for $4.99 each, and sides for $4.49 each.

Ten percent of the profits from the Winfrey and Kraft Heinz venture, Mealtime Stories, will be split between the charities Rise Against Hunger and Feeding America.

The venture's focus on refrigerated foods reflects grocery retailers' shift toward reallocating store space from packaged and frozen foods to fresh and refrigerated foods, in line with consumers' changing food preferences - the same dynamics behind big packaged food companies' ongoing sales declines.

Winfrey, a self-proclaimed food lover, was involved with the development and testing process from the beginning, including doing multiple tastings with the team to create recipes that felt true to her own diet.

Winfrey has been credited for providing a boost to Weight Watchers (WTW) since she bought a stake in the weight loss company and agreed to market the brand.

Nina Barton, senior vice-president of marketing, innovation and research and development for Kraft Heinz in the USA, said: "We are thrilled to bring our collective vision to life with O That's Good! soups and sides".

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