Business

O, That's Good Soups, Sides

O, That's Good Soups, Sides

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

Kraft Heinz will be hoping the new line helps arrest decline in its top line - although comfort food like mashed potatoes and broccoli soup will be a harder sell, given the industry's preoccupation with modern flavours and healthy food. Butternut squash soup gets a boost from pureed sweet potatoes and carrots; creamy parmesan pasta comes with white beans; and two types of mashed potatoes (original and garlic) are infused with mashed cauliflower. The ad campaign featuring Winfrey launches October 2.

The first products in the O, That's Good! line will be a series of sides dishes and soups that don't use any artificial dyes or flavors, which the company says will have a "nutritious twist".

So what can we expect from Oprah's new foodie line?

Oprah became a Weight Watchers member in August 2015, and the following month the diet company announced she would join its board after purchasing a 10 per cent share.

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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 suggested price for the soups is 4.99, while sides will cost around $4.49.

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.

On one occasion, she traveled to Kraft Heinz's test kitchen in Chicago as part of the recipe development process, USA Today wrote.

To develop the new brand, Kraft Heinz and Ms. Winfrey collaborated with a team of creative chefs, the company said. Also, Kraft Heinz still makes the Weight Watchers Smart Ones line of frozen meals through a licensing deal. Now's she bringing her health kick to supermarket aisles.


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