Kraft Heinz Co., struggling to ignite sales growth amid punishing grocery-industry competition, is turning to media magnate Oprah Winfrey to break out of a prolonged slump.
Winfrey, pivotal to the turnaround at Weight Watchers International Inc. since she bought a stake in that company and agreed to pitch the brand, is the face of a new line of refrigerated soups and side dishes made without artificial flavours and dyes. The products have already begun hitting shelves, Kraft Heinz said in a statement Wednesday.
Winfrey’s wide-ranging appeal makes her an attractive spokesperson for products, and Kraft Heinz is hoping that a bit of her mojo will help it ignite sales growth. The company describes the new products, which will be sold under the “O, That’s Good!” brand, as “nutritious twists” on comfort foods such as mashed potatoes and broccoli cheddar soup.
“I love healthy foods and eating from my garden,” Winfrey said in the statement. “When Kraft Heinz approached me for a food line, what got my attention is making nutritious comfort foods more accessible to everyone.”