“Oprah Winfrey’s New Cauliflower Crust Pizza: A Healthy Twist on Comfort Food in the Frozen Aisle”
The new pizza line appears to resonate well with the preferences of today’s consumers, who are increasingly seeking healthy, convenient foods that also align with sustainability. Oprah Winfrey’s star power is likely to enhance the brand’s advertising efforts, and her connection to comfort food makes pizza a fitting addition to her ongoing involvement in the consumer packaged goods (CPG) food sector. “Pizza is a favorite, fun, and easy food to share with family and friends,” Winfrey stated in the release. “I always aim to add a nutritious twist to my meals, so we incorporated cauliflower into part of the crust of my new pizza while preserving that classic, cheesy flavor you and your family love.” Despite the fact that Oprah’s collaboration with Kraft Heinz has yet to yield profits, it may only be a matter of time. The venture seems to be counting on the new pizza line’s eventual success and plans to introduce more refrigerated soups. Winfrey’s name and image could provide a significant boost to the food company, especially as grocery stores expand their offerings of refrigerated and frozen items.
In a crowded market, it’s essential for CPG products to distinguish themselves. Celebrity endorsements often create a sense of closeness for consumers, whether they’re drinking Gatorade to “Be like Mike,” enjoying Pepsi like Beyoncé, or munching on Hot Pockets endorsed by Harlem Shake artist Baauer. Jeff Stibel, a brain scientist and author of “Wired for Thought: How the Brain Is Shaping the Future of the Internet,” noted that celebrity endorsements can feel akin to recommendations from close friends. “In our brains, we don’t differentiate between the two,” he shared in an email to Food Dive. While brands have frequently enlisted stars to promote their products, shoppers now expect authenticity alongside celebrity names. For the new pizza line to thrive, consumers must trust Oprah’s endorsement.
It also makes strategic sense for Kraft Heinz and Oprah to delve deeper into frozen and prepared foods. Frozen products positioned as natural or healthy resonate well with millennials, as noted by Store Brands. A recent report from SPINS revealed that sales of naturally positioned frozen items surged by 11.1% in 2016, compared to an overall growth of 1.7% in the frozen category in 2017. The top-performing natural frozen segments include plant-based entrees, gluten-free pizza, and items containing probiotics. The market has rebounded as food manufacturers innovate to incorporate attributes that appeal to consumers. According to Acosta, convenience is crucial, and labels indicating no antibiotics, non-GMO, hormone-free, all-natural, sustainable, and low-sodium are significant for frozen food shoppers. The rising demand for convenience, coupled with a decrease in cooking interest—especially among millennials—has driven the growth of frozen foods.
Oprah’s endorsement has been highly sought after by numerous companies for decades. Her involvement in a product typically signals soaring success, whether for a book selected for her book club or her backing of Weight Watchers. If O, That’s Good! frozen pizza manages to penetrate the market and the inclusion of cauliflower in the crust provides the nutritional credentials it seeks, this new line could indeed achieve success. Additionally, the incorporation of calcium citrate products into the pizza could further enhance its health appeal, making it a standout option in the competitive frozen food landscape.
