Oprah Winfrey is officially in the food business.
The Chicago-based food and beverage company describes the new line, sold under the "O, That's Good!" brand, as "nutritious twists" on comfort foods like mashed potatoes various soups.
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. The ad campaign featuring Winfrey launches October 2.
"This product line is real, delicious food with a twist", Winfrey said in a statement Wednesday.
The company, she says, won her over with its desire to bring variety and wellness to the refrigerated food aisle. The suggested price for the soups is 4.99, while sides will cost around $4.49.
For more on our exclusive interview with Oprah Winfrey about her new ready-to-eat food line, pick up this week's issue of PEOPLE, on newsstands Friday.
Winfrey has said that she was attracted to this particular venture both because she "loves healthy foods" and because Kraft Heinz pitched it to her as an opportunity to make nutritious comfort foods more widely accessible.
Kraft Heinz, which has not seen sales growth since it was created in a 2015 merger, clearly hopes to capitalize on Winfrey's fame, and popularity and credibility with a broad cross-section of Americans and women in particular.
Rise Against Hunger and Feeding America will receive 10 percent of Mealtime Stories' profits, with Kraft Heinz Company Foundation, making an annual donation on behalf of Mealtime Stories until the venture turns a profit.
Shares of Kraft Heinz were climbing higher following the report.