Oprah Launches Her Own Food Brand
America’s first black female billionaire has never made a secret of the fact that she’s a connoisseur of fine eating. Well, Oprah Winfrey’s latest business venture, reflects that passion for good food as the media icon has struck a deal with Kraft Foods to launch her own brand of packaged foods set to hit retail shelves this fall.
The brand—appropriately named ‘O That’s Good’—will start with four flavorful soups (Creamy Tomato Basil Soup, Broccoli Cheddar Soup, Baked Potato Soup and Creamy Butternut Squash soup) and four savory sides (Original Mashed Potatoes, Garlic Mashed Potatoes, Three Cheese Pasta and Creamy Parmesan Pasta). Billed as a nutritious twist on comfort food classics, the new line marks the first introduction from Mealtime Stories, LLC, the joint venture between Kraft Heinz and Winfrey.
Winfrey worked with a team of creative chefs to develop the new refrigerated brand using real ingredients and no artificial flavors or dyes. To that end, cauliflower has been added to the Original Mashed Potatoes, Garlic Mashed Potatoes, and Baked Potato Soup and some of the cheese in the Broccoli Cheddar Soup has been replaced with butternut squash.
“I love healthy foods and eating from my garden,” said Winfrey. “When Kraft Heinz approached me for a food line, what got my attention is making nutritious comfort foods more accessible to everyone. This product line is real, delicious food with a twist. You’ll feel good about serving it for your family.”
“Refrigerated products are on the rise, and we saw an opportunity to drive excitement in this section of the store with convenient soups and sides made with real ingredients and easy preparation,” said Nina Barton, senior vice president of marketing, innovation and research & development for the U.S. business at Kraft Heinz, the third largest food and beverage company in North America.
The soups will be priced at $4.99, while the sides are priced at $4.49. 10% of profits will be equally divided between two charities: Rise Against Hunger and Feeding America.