As food and beverage conglomerate Kraft Heinz Co. (KHC) struggles to boost sales amid mounting competition from within grocery stores, the company is hoping Oprah Winfrey could be its catalyst.
Kraft Heinz has inked the famed media personality to be the face of a new line of refrigerated soups and side dishes prepared without artificial flavors and dyes, according to Bloomberg.
Winfrey has been credited for providing a boost to Weight Watchers (WTW) since she bought a stake in the weight loss company and agreed to market the brand.
Shares of Kraft Heinz were climbing higher following the report.
The products, which hit shelves nationwide in October, have begun rolling out in select locations.
The Chicago-based food and beverage company describes the new line, sold under the "O, That's Good!" brand, as "nutritious twists" on comfort foods like mashed potatoes various soups.
"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."
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