'O, That's Good!': Oprah Is Making Mashed Potatoes


So chances are we're all going to go gaga over Oprah-branded food, coming this fall to a supermarket near you.

The host has credited the diet for helping her lose more than 40 pounds, but is now branching out by creating and marketing her own offerings, branded as comfort food classics with a healthy twist. "So I thought, "What if I used a portion of the mashed potatoes and added the cauliflower?" Butternut squash soup gets a boost from pureed sweet potatoes and carrots; creamy parmesan pasta comes with white beans; and two types of mashed potatoes (original and garlic) are infused with mashed cauliflower.

The O, That's Good! line-which got its name from Winfrey's reaction to the winning recipes-will begin appearing in grocery stores in early August and will be available nationally by October.

"I love healthy foods and eating from my garden", Winfrey said in the statement.

The advertising creative, from Roberts + Langer DDB, is themed "Love", and was "inspired by Oprah's love of comfort food and her desire to share this love with everyone", Urban says. Let's face it, many of her go-to foods are some of our favorite things, too!

The soups will retail for $4.99, the sides $4.49. She said she wanted to make "nutritious comfort foods more accessible to everyone".

Ten percent of the profits from the Winfrey and Kraft Heinz venture, Mealtime Stories, will be split between the charities Rise Against Hunger and Feeding America.

Earlier this month, the company reported net sales of $6.7 billion - down 1.7% on the same period previous year, and the third successive quarter in which Kraft Heinz has recorded a drop in revenue. Investors "may be betting that Winfrey expanding her presence in the food industry will benefit Weight Watchers", noted Bloomberg Markets.

Kraft Heinz continues to make and sell a line of frozen meals called Weight Watchers Smart Ones, under a licensing agreement.