Oprah Is Launching Her Own Brand of Healthy Comfort Foods

Oprah Is Launching Her Own Brand of Healthy Comfort Foods

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Susmita Baral
Aug 10, 2017
(Image credit: Kraft)

Oprah Winfrey is dipping into the food market with the upcoming launch of her own line of packaged foods. Winfrey's culinary debut is a collaboration with Kraft Heinz, which owns brands like Oscar Mayer, Grey Poupon, and Jell-O. The new line is slated to be called "O, That's Good."

The concept behind the line, which offers soups and sides, is to offer healthy alternatives to comfort foods.

"O, That's Good brings together the three things the consumer really wants: great-tasting food, convenience, and nutrition they can feel good about," says Nina Barton, senior vice president of marketing, innovation and research & development for the U.S. business at Kraft Heinz.

The total line, at launch, will consist of eight items. The brand will debut items like mashed potatoes with cauliflower mixed in, creamy Parmesan pasta with white bean purée replacing some of the cheese, and broccoli cheddar soup infused with butternut squash.

"It all started with the idea for the cauliflower mashed potatoes — the twist is really what sparked this whole idea," Winfrey tells USA Today. "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.'"

Winfrey reportedly played an active role in the recipe development. All products contain no artificial flavors or coloring.

"I've been asked over the years to attach my name to many product lines and would turn them down, because it really has to feel authentic to me," Winfrey says. "In this case, everyone knows I love healthy foods and cooking with food straight from my garden. I am always looking to make my meals more nutritious, without compromising on the comfort elements I love. Kraft Heinz approached me with a food line and they mentioned the idea of making nutritious food accessible to everyone ... and I was hooked."

The line will be in supermarkets this week, and 10 percent of the line's profits will go to Rise Against Hunger, a charity that actively work to reduce hunger around the world.

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