Kraft Heinz and Oprah Winfrey join forces for healthy food

Kraft Heinz and Oprah Winfrey join forces for healthy food

Famous television host Oprah Winfrey and American Kraft Heinz, known for its ketchup brand, join forces in Mealtime Stories, a new joint venture to make nutritious food more accessible to everyone.

10 % to charities

Oprah Winfrey is already the face of Weight Watchers, but now she has entered the food industry through Mealtime Stories. The joint venture will focus on real, nutritious food, manufactured, marketed and sold by Kraft Heinz. Winfrey's enormous reach in the media will obviously help sell and market the products, which will be a line of ready-to-eat refrigerated products at first. Kean Shea, analyst at Bloomberg, believes Winfrey’s fame “will lend credibility to a brand” and is a creative way to “drive sales in [the refrigerated meal] category”.

 

10 % of profits will be given to charities trying to eradicate hunger, although no specifics were given at this point. The company will also only reveal its product line-up later this year.

Questions or comments? Please feel free to contact the editors


Gerelateerde items

Small Belgian brewery conquers Brazil thanks to playing cards

13/09/2017

Het Nest, a small brewery from Turnhout, will get its beers brewed in Brazil as well. It has struck a deal with Cervejaria Premium Paulista, which will brew and distribute the beers locally.

Price cuts drive 25 % more customers to Whole Foods

12/09/2017

Supermarket chain Whole Foods welcomed an additional 25 % of customers in the first few days following Amazon’s price cuts.

Ter Beke enters British food service industry

12/09/2017

Belgian food group Ter Beke has acquired a 90 % stake in British competitor KK Fine Foods for an undisclosed fee. The current shareholders hold onto the other 10 %.

Godiva wants to conquer the world through supermarkets

12/09/2017

Belgian praline brand Godiva will soon sell its chocolate in supermarkets all over the world after signing a deal with chains like Albert Heijn and Sainsbury’s. Previously, it sold nearly all its chocolate through its own store network.

Insight: Xavier Piesvaux' seven labours at Delhaize

10/09/2017

Can one French and several Dutch managers do what the Belgian management failed to do these past few years at Delhaize Belgium? Its new CEO will face plenty of challenges: we count at least seven.

Nestlé USA acquires food manufacturer Sweet Earth

08/09/2017

Nestlé USA has acquired American Sweet Earth for an undisclosed fee. The company mainly manufactures meat replacements, a rapidly-growing market, but also several frozen meals.

Back to top