Kraft Heinz Company (NASDAQ: KHC) faces struggling sales as it is facing stronger competition in its sector. The company has now turned to an iconic media star, Oprah Winfrey, to potentially boost its sales.
She is the face of a new brand that Kraft will be launching in October across the country. The line of products will include consumables such as refrigerated soups and side dishes made without artificial flavoring and dye, Kraft said in a statement.
Winfrey is also notable for her partnership with Weight Watchers and now has more than quadrupled the stock this fiscal year because of her weight loss ads on the program.
Bloomberg says that Winfrey’s wide-ranging appeal makes her an attractive spokesman for products, and Kraft Heinz is hoping that she will help boost 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.
“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.”
Kraft Heinz hasn’t posted increasing sales since its merger back in 2015. The competition within its sector has been overshadowing the company and has led to declines in the recent times now. Food companies have also faced losses due to the changes in consumer eating habits.
Kraft is known for cutting down on costs on certain brands as well as trying to reshape some products in order to reach another crowd of consumers in the market.
Oprah’s success with Weight Watchers gives Kraft Heinz hope in maybe she can help reshape the food company and change the direction of sales in an upward growth.