Kraft Heinz has finally revealed the details of its collaboration with US media personality Oprah Winfrey, launching a line of soups and savoury sides under the label O That’s Good!
The US company said it worked with Oprah and a team of development chefs to create the new refrigerated brand, which uses only real ingredients without artificial flavours or colours.
FoodBev reported in January that the company was working with the TV presenter and entrepreneur to establish a range of food products as part of a new joint venture called Mealtime Stories.
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.
Each of the products delivers on comfort food appeal and provides a nutritious twist with the use of cauliflower, butternut squash, celery and white beans.
“I love healthy foods and eating from my garden,” Oprah said. “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.”
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.
Earlier this month, the company reported net sales of $6.7 billion – down 1.7% on the same period last year, and the third successive quarter in which Kraft Heinz has recorded a drop in revenue. Its cost-cutting measures helped drive value and delivered improved profit – but it continued to be troubled by established markets like Canada, the US and Europe, where the company traditionally has done most of its business.
Nina Barton, senior vice-president of marketing, innovation and research and development for Kraft Heinz in the US, said: “We are thrilled to bring our collective vision to life with O That’s Good! soups and sides. With Oprah’s partnership, we’re delivering unbeatable taste and quality that is sure to please everyone at the table.
“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.”
The soups will retail with a suggested price of $4.99, while the sides are $4.49 suggested each, and both lines will roll out in the refrigerated sections of select grocery stores across the US this October.
10% of Mealtime Stories’ profits will be split equally between charitable organisations Rise Against Hunger and Feeding America, which help to combat food poverty.
Before the venture becomes profitable, the Kraft Heinz Foundation will make annual donations in its name to both charities.
© FoodBev Media Ltd 2020