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.