- Media magnate Oprah Winfrey and the Kraft Heinz Company have joined forces to create Mealtime Stories, LLC, a venture aimed at designing a new line of food "that will make real, nutritious products more accessible to everyone," according to a company release.
Kraft Heinz said it will develop, manufacture, market and sell the new line of food products in the U.S. The brand's initial offerings will consist of ready-to-eat refrigerated products across multiple categories. Brand specifics and product information will be announced later in the year.
- The joint venture plans to donate 10% of profits to anti-hunger charities.
At one time Oprah held the highest Q score among all noted personalities, which means that she was more well known than the president, Madonna and even Kermit the Frog. And while her celebrity has fallen a bit in recent years — some say because her show is no longer on TV — she still has a star power that’s out of this world.
When Oprah became involved with Weight Watchers in 2015, the stock nearly doubled in a week and investors were quick to buy it up. When she lent her name to Broadway, ticket sales went through the roof. And anytime she recommends a book, it almost immediately becomes a best seller.
She’s a trusted name and one that any business would be wise to associate itself with. By partnering with a well-known brand such as Kraft-Heinz, Oprah is bringing even more attention to the new products it’s releasing, and there’s no reason to expect anything but big sales.
Kraft Heinz is already a trusted and popular brand, and a connection with Oprah could fuel substantial consumer interest. In its most recent earnings report, Kraft Heinz CEO Bernardo Hees said the company will focus on top-line growth throughout 2017. Many analysts interpreted this as a push for more innovative products, but an entirely new line with a mega-star will be an even bigger boost for the manufacturer.