The O, That’s Good! Frozen Pizza line marks the second collaboration between the company and entertainment mogul – following the launch of a range of soups and sides exactly a year ago – designed to capitalize on the growing frozen foods sector.
According to Nielsen, annual US sales of frozen foods are $53bn industry, with frozen meals and appetizers making up 35% of the frozen-food aisle and sales growing at 3%, the highest in five years.
The new pizza line features a crust made from one-third cauliflower: one of the ingredients present in all Oh, That’s Good foods as a way of adding nutrition.
“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,” said Winfrey.
The range initially offers four varieties: Pepperoni, Five Cheese, Supreme and Fire Roasted Veggie.
The 11-inch pies – which serve five people – each contain between 280 and 330 calories, 2g-5g of saturated fat and no artificial flavors or colors.
The line was rolled out in stores across the US on Wednesday, at a suggested retail price of $6.99.
O, That’s Good has also added four other foods to its lineup, including Chicken with White & Wild Rice Soup, Roasted Corn Chowder, Sour Cream & Chive Mashed Potatoes and Broccoli Cheddar Rice, at RRP of between $4.49 and $4.99.
Balance of taste and nutrition
“Our mission is to continue to grow the business, to grow across different categories and find a twist on a product, a better balance of taste and nutrition,” said Christopher Urban, head of Mealtime Stories.
Ten percent of all profits from the brand will be donated to charities that work to reduce hunger, according to Kraft.