Billionaire Oprah Winfrey has partnered with Kraft Heinz to launch a line of frozen pizza with cauliflower crust.
Ten percent of all profits will be donated to charities that work to reduce hunger.
Winfrey said Wednesday that she has partnered with Kraft Heinz on a new extension of her "O, That's Good" brand with frozen pizzas.
"Pizza is a favorite, fun and easy food to share with family and friends," Winfrey said in a statement. "I am always looking to add a nutritious twist to my foods, so we made part of the crust in my new pizza with cauliflower while maintaining that classic, cheesy pizza flavor you and your family love."
Many of Winfrey's grocery-store foods contain cauliflower or butternut squash as a way of adding a bit of nutrition to otherwise indulgent foods. Although, it should be noted that Winfrey's new pizza crusts contain less than a half cup of vegetables per serving, CNBC reported.
The pizza is the latest step in Winfrey’s food endeavors.
Winfrey last month invested in a health-driven restaurant chain that tries to put better-for-you options at busy Americans’ fingertips.
Winfrey is taking a stake in True Food Kitchen, with her investment slated to help it expand across the U.S. The brand plans to double its store count to about 46 in the next three years with a focus on the East Coast, including New York, New Jersey and North Carolina, Bloomberg reported.
Centerbridge Partners, which also owns P.F. Chang’s, will remain the majority shareholder of Phoenix-based True Food Kitchen. The company declined to say how much Winfrey is investing, beyond the amount being significant.
In the past, Winfrey, 64, has used her wide-ranging appeal to boost companies, including helping fuel a comeback for Weight Watchers International Inc. The diet company has been on a tear since the media mogul bought a stake in and agreed to pitch the brand in 2015. Winfrey’s tweets and pronouncements about losing weight on the program have sent the shares skyrocketing, adding more than $400 million to her net worth and pushing her into the world’s top 500 richest people.
There are no freezers or fryers in the restaurants, and the menu changes four times a year. True Food Kitchen revenue will be about $170 million this year, while average store sales are more than $7.5 million a year, Barone said.
Still, the industry is a difficult one with many restaurants struggling to find workers amid minimum-wage increases and rising rents. There are 1.5 percent fewer restaurants in the U.S. as of Sept. 30, compared to the year prior, NPD Group data show. Celebrities don’t necessarily guarantee success -- Bobby Flay and Emeril Lagasse have both recently closed restaurants.
True Food, founded in 2008, has 23 restaurants in 10 states. Menu items have included asparagus toast, cashew pad Thai and grass-fed burgers. Looking to appeal to Americans’ quickly changing palates, the chain has vegan, vegetarian and gluten-free options. It also sells beer, wine and cocktails.
The chain sees revenue of $170 million this year, 25 percent higher than the total from 2017 and double the amount from 2016.
Material from Bloomberg, Reuters and the Associated Press were used in this report.
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