May 23, 2018

Kraft Heinz, Oprah debut refrigerated soups and sides line

10 August 2017, 12:24 | Kenneth Drake

Kraft Heinz, Oprah debut refrigerated soups and sides line

Offerings Products will start appearing in stores this week and will included pasta with bean puree instead of some of the cheese

So chances are we're all going to go gaga over Oprah-branded food, coming this fall to a supermarket near you.

Now, the former queen of daytime talk is launching her very own line of healthier spins on comfort food classics. The mashed potatoes, for instance, are made in part with cauliflower, while the broccoli cheddar soup replaces some of the cheese with butternut squash.

The new brand's campaign, launching October 2, will span national television, print, radio, digital/social media and in-store merchandising and coupons, according to Urban. Per the website, O, That's Good! aims to create delicious, nostalgic comfort foods with "a nutritious twist". Let's face it, many of her go-to foods are some of our favorite things, too! She said she wanted to make "nutritious comfort foods more accessible to everyone".

Rise Against Hunger and Feeding America will receive 10 percent of Mealtime Stories' profits, with Kraft Heinz Company Foundation, making an annual donation on behalf of Mealtime Stories until the venture turns a profit.

The soups will retail for $4.99, the sides $4.49.

Winfrey was involved in the recipe development, including a trip to the Kraft Heinz test kitchen in Chicago.

To develop the new brand, Kraft Heinz and Ms. Winfrey collaborated with a team of creative chefs, the company said. Its stock price jumped 189% between the start of this year and August 3, when it was selling for more than $33 per share - up from $6 when Winfrey bought in.

Weight Watchers has no formal connection to the Mealtime Stories venture.

Heinz previously owned Weight Watchers and sold it back in 1999, before Heinz itself was bought by Kraft.

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

Starcom is handling media for the campaign, and Olson Engage is handling PR.

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