The new food brand will feature comfort foods with a nutritious "twist".
KraftHeinz will be hoping the new line helps arrest decline in its top line - although comfort food like mashed potatoes and broccoli soup will be a harder sell, given the industry's preoccupation with modern flavours and healthy food.
Marketed as healthy riffs on comfort food, the inaugural offerings include mashed potatoes with cauliflower mixed in, creamy parmesan pasta with white bean puree replacing some of the cheese and broccoli cheddar soup infused with butternut squash.
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. Let's face it, many of her go-to foods are some of our favorite things, too! The products are the first introduction from Mealtime Stories L.L.C, a joint venture Kraft Heinz and Ms. Winfrey announced in January.
The soups will retail with a suggested price of $4.99, while the sides are $4.49 suggested each, and both lines will roll out in the refrigerated sections of select grocery stores across the U.S. this October.
The venture's focus on refrigerated foods reflects grocery retailers' shift toward reallocating store space from packaged and frozen foods to fresh and refrigerated foods, in line with consumers' changing food preferences - the same dynamics behind big packaged food companies' ongoing sales declines.
Kraft Heinz Co. said the new brand has no connection to Winfrey's deal with Weight Watchers and won't mention the weight loss program on its packaging.
"Soups and Sides", said Nina Barton, senior vice-president of marketing, innovation and R.&D. for the USA business at KraftHeinz. Its stock price jumped 189% between the start of this year and August 3, when it was selling for more than $33 per share - up from $6 when Winfrey bought in. Now's she bringing her health kick to supermarket aisles.
Starcom is handling media for the campaign, and Olson Engage is handling PR.