Making good on a January promise, Kraft Heinz is rolling out a product for people who like to read labels.
Labels like “O, That’s Good.”
USA Today reports: “Oprah Winfrey, whose endorsement and investment has breathed new life into Weight Watchers, is branching out into food branded under her own name. Winfrey is behind a new line of refrigerated soups and side dishes in conjunction with Kraft Heinz…. The products start coming to store shelves this week.”
First offerings include mashed potatoes with cauliflower mixed in, creamy parmesan pasta with white bean puree replacing some of the cheese and broccoli cheddar soup infused with butternut squash, USA Today said.
“It all started with the idea for the cauliflower mashed potatoes,” the TV titan was quoted as saying. “The twist is really what sparked this whole idea. I was sitting at my table in my own home and had whipped up some cauliflower, trying to make myself think I was eating mashed potatoes, but it was not working.
“So I thought, ‘What if I used a portion of the mashed potatoes and added the cauliflower?’ Then, I would have a substantive mashed potato-cauli dish.”
Suggested prices are $4.99 for soups and $4.49 for sides.
On Jan. 25, Kraft Heinz issued a news release saying it and Winfrey would launch a joint venture called Mealtime Stories, LLC, “whose mission is to create a new line of food that will make real, nutritious products more accessible to everyone. The initial offering will be ready to eat refrigerated products across multiple categories.”
Kraft Heinz said 10 percent of profits would be donated to charities aimed at eradicating hunger.
Early reaction:
If you’re going to sell food, @Oprah , at least promote healthy food, not this starchy processed stodge that contributes to morbid obesity !
— CoralNotCoal (@Politics_Nature) August 9, 2017
Healthy comfort food… is that an oxymoron? @Oprah has new food line called “O! That’s Good” – you in?! ???????????? @cheddar
— Jill Wagner (@jillwagnerTV) August 9, 2017
‘O, That’s Good’ sure better have vitamins and all that healthy stuff we need to survive. No time for marketing appeals???? @Oprah
— MJ (@miraculous1) August 9, 2017
I feel like the Oprah of food. You get an eggroll!! You get an eggroll!! You get a lava cake!!! pic.twitter.com/Fkjn7w4FnB
— Reefer Sutherland (@ChocolatePeteyP) August 9, 2017