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 flavors and dyes. The products have begun hitting shelves and will available nationwide in October, Kraft Heinz said in a statement Wednesday.
Winfrey’s wide-ranging appeal makes her an attractive spokesman 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 like mashed potatoes and broccoli cheddar soup.