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Oprah Winfrey, whose Midas-touch endorsement and investment recently boosted the Weight Watchers brand, is now headed into the supermarket arena with a new line of refrigerated healthy comfort foods.
Her line — O, That’s Good, produced with Kraft Heinz — will reach stores this week. Consumers can choose among her mashed potatoes with cauliflower, parmesan pasta with white bean puree, and broccoli-cheddar soup with butternut squash, USA Today reports.
The ad campaign, featuring Winfrey, will begin Oct. 2.
The food, diet and entertainment mogul had a hand in developing the recipes. “It all started with the idea for the cauliflower mashed potatoes. The twist is really what sparked this whole idea,” she said. “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?"
The eight products will have no artificial flavors or colorings, and 10 percent of the profits will go to hunger-relief charities, according to USA Today. Prices will range from $4.49 to $4.99.
The food line “brings together the three things the consumer really wants — great-tasting food, convenience and nutrition they can feel good about,” Nina Barton, a senior vice president at Kraft Heinz, told USA Today.