American tv star Oprah Winfrey has joined forces with Kraft Heinz to develop a range of “healthy and nutritious soups and side dishes”. The range, currently only available in the United States, should help Kraft Heinz generate turnover growth once more.
“O, That’s Good”
The new range is called “O, That’s Good” and aims to add a healthy dash to the well-known “comfort food”. It includes potato mash with cauliflower and a creamy parmesan pasta with white bean puree or a broccoli soup and a cheddar with butternut pumpkin. There will be no artificial flavour or colour additives.
The deal between the food giant and media celebrity is more than just a marketing stunt, because Oprah Winfrey actually helped create the dishes and even travelled to the company’s Chicago-based kitchen facilities, she told American journalists.
Backed by Oprah Winfrey, Kraft Heinz hopes to generate turnover growth once more. Ever since Kraft and Heinz merged in 2015 after investor Warren Buffett suggested they do so, it has not grown at all.
This is not Oprah Winfrey’s first foray into the food world. Back in 2015, she acquired a 10 % stake in Weight Watchers and has become the brand’s ambassador.
That move has been a success, if one looks at the American diet club’s most recent quarterly results. Its membership numbers grew 20 % and its turnover growth reached 12 %. The Oprah effect is also clearly visible on the stock exchange, because the Weight Watcher stock has grown more than 300 % in 2017 alone.