ET caught up with Fox Business Network anchor Trish Regan to get the inside scoop on Oprah Winfrey's just-announced line of ready-to-eat refrigerated meals and what challenges could lie ahead.
"This is an opportunity -- given the tremendous brand she has built -- to really take that forward into a space that hasn't been dominated by celebrities," Regan told ET.
Winfrey teamed up with Kraft Heinz for the new business venture, named Mealtime Stories, which is said to offer "real, nutritious" products including packaged entrees "consisting primarily of meat, fish, poultry or vegetables."
Paul Newman made a similar jump when he founded his food company Newman's Own in 1982, but Regan warned that there's a reason not too many celebs have gone down this path.
"Oprah has her work cut out for here in the sense that the ready-to-eat food market is one that has quick turnaround," she explained. "In other words, there's not a lot of shelf life for a lot of these refrigerated products."
Mealtime Stories will reportedly donate part of its proceeds to charity.