The new food brand will feature comfort foods with a nutritious "twist". The suggested price for the soups is 4.99, while sides will cost around $4.49.
"Soups and Sides", said Nina Barton, senior vice-president of marketing, innovation and R.&D. for the US business at Kraft Heinz.
According to Oprah, the idea for the new range was borne out of her determination to find a healthier alternative to traditional mashed potatoes - a quest which lead her to mix cauliflower and potato together in order to create a hybrid dish that was more substantive than just the vegetables by themselves, but lower in fat and calories then the original comfort 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.
"This product line is real, delicious food with a twist", Winfrey said in a statement Wednesday. "And I was thinking, gosh, this really isn't mashed potatoes".
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 associate it with warmth and love, so I have soup nearly everyday".
It's the first fruit of "Mealtime Stories, LLC", a team-up between Oprah and Kraft Heinz that was announced a while back; the AP notes that it has nothing to do with her Weight Watchers deal.
"We're not calling it diet food because people don't want to be on a diet", Winfrey explains. "The next thing you know I'll be staring a bread company", Winfrey says, referencing her public declarations about loving bread. I haven't figured out because bread doesn't ship well. "So it's important to me stuff be as desirable and fresh as possible".
So what can we expect from Oprah's new foodie line?