Oprah Winfrey can now add grocery stores to her ever-expanding empire. Kraft Heinz announced a new packaged food partnership with the media mogul on Wednesday. The upcoming line of “Mealtime Stories” products will reportedly feature refrigerated meals “across multiple categories” in order to “make real, nutritious products more accessible to everyone.”
According to Forbes, applications were filed at the U.S. Patent and Trademark Office last spring for an “Oprah’s Kitchen” line of “frozen, prepared or packaged entrees consisting primarily of meat, fish, poultry or vegetables.” People reported that the applications also covered products like energy drinks and baked goods, and showed interest in “bacon, sorbet and caviar.”
It’s unclear what exactly led to this partnership between Winfrey and Kraft Heinz, but Bloomberg business analyst Ken Shea believes the company will benefit from its association with Winfrey. “She’s shown that she lends credibility,” he told Bloomberg. Last December, Winfrey caused a spike in Weight Watchers stock prices after announcing that she lost 40 pounds using the program. She currently lends her name to the Teavana Oprah Chai at Starbucks, which donates part of the proceeds for those sales to the Oprah Winfrey Leadership Academy Foundation.
Similar to the philanthropy element of her Starbucks partnership, 10% of profits from “Mealtime Stories” will be donated to charities fighting hunger.