Kraft Heinz lifts the lid on Oprah soups and sides collaboration

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Kraft Heinz lifts the lid on Oprah soups and sides collaboration

Oprah Winfrey is officially in the food business.

Products will start appearing in stores this week, and will include pasta with bean puree instead of some of the cheese, broccoli cheddar soup mixed with butternut squash, and mashed potatoes with cauliflower, USA Today reported.

The new brand's campaign, launching October 2, will span national television, print, radio, digital/social media and in-store merchandising and coupons, according to Urban.

"The twist on the cauliflower mashed potatoes, which is really what sparked this whole thing, is me sitting at the table in my own house and whipping up some cauliflowers", the Wrinkle in Time star says.

For more on our exclusive interview with Oprah Winfrey about her new ready-to-eat food line, pick up this week's issue of PEOPLE, on newsstands Friday.

In collaboration with Kraft Heinz, Oprah is making her way to a grocery store near you with O, That's Good!

Winfrey has said that she was attracted to this particular venture both because she "loves healthy foods" and because Kraft Heinz pitched it to her as an opportunity to make nutritious comfort foods more widely accessible.

Winfrey was involved in the recipe development, including a trip to the Kraft Heinz test kitchen in Chicago. The suggested price for the soups is 4.99, while sides will cost around $4.49.

10% of Mealtime Stories' profits will be split equally between charitable organisations Rise Against Hunger and Feeding America, which help to combat food poverty.

FoodBev reported in January that the company was working with the TV presenter and entrepreneur to establish a range of food products as part of a new joint venture called Mealtime Stories. Investors "may be betting that Winfrey expanding her presence in the food industry will benefit Weight Watchers", noted Bloomberg Markets. Also, Kraft Heinz still makes the Weight Watchers Smart Ones line of frozen meals through a licensing deal.

Starcom is handling media for the campaign, and Olson Engage is handling PR.

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