Gwyneth Paltrow shills frozen, processed food when she thinks we’re not looking

(Note on German Poster Translation: “I’m not a vegetarian, but I love Veggie” and “The vegetarian brand of Spar.“)

I’ve been remiss in the past few weeks by failing extol the virtues of Gwyneth Paltrow and her Goop. She too has been quite busy with her usual New Year’s colon cleanse (you can still buy the $425 Goop-branded version) and has only surfaced to ship out a $880 stroller to her BFF, Beyonce. Isn’t it odd how Goop values Blue Ivy at a value worth approximately two pristine colons?

Anyway, we’re all quite familiar with Gwyneth’s disdain of processed, pedestrian food. She is, after all, a traditional 1950s housewife who cooks nearly every meal from scratch because she’d rather smoke crack than eat cheese from a can and would rather die than feed her kids “Cup-A-Soup.” So it comes as quite a shock to see that Gwyneth is now shilling frozen food to the peasants in Austria when she thinks no one will notice:

Hollywood superstar Gwyneth Paltrow will soon appear as the face of Austrian Spar Supermarket’s new range of food following in the footsteps of the likes of Cindy Crawford, Heidi Klum and Pierce Brosnan.

The self proclaimed “Part time vegetarian” Paltrow is heading the new vegetarian brand ‘Spar Veggie.’

For two days Paltrow was filmed making the advertisements in Paris which are due to be launched on Austrian TV and billboards tomorrow (Weds).

Paltrow, a passionate cook herself, has recently published her own cook book and said: “I love cooking for my family, it is my favourite hobby!”

Spar’s new range offers 43 vegetarian and vegan products from the fresh and frozen counters.

Paltrow added: “They are a really healthy alternative to grab and go!”

Dr. Gerhard Drexel, a director of Austrian SPAR said: “Gwyneth Paltrow is the ideal of the modern day, food-aware young woman, who knows having meatless meals is a good idea now and again.”

“She loves the idea behind our new product line. We are overjoyed to have Gwyneth on board.”

[From Austrian Times]

Basically, SPAR food is a slightly fancier version of “Cup-A-Soup,” but in all fairness, Gwyneth might think this brand is much more exotic simply because it’s not an American product. Because that would be too gauche. Lest you think that I’m being too tough on Gwyneth (who clearly needs to make a buck to finance the Goop lifestyle), here’s an account from Videogum by the fellow who snapped the billboard advert at the top of this post:

My brother took the attached photo in Vienna. It’s important to note that this appears to be an ad for a store-brand vegetarian product for the European supermarket chain Spar. It’s also worth mentioning that in terms of quality, Spar is the equivalent of a convenience store attached to a gas station. You might buy gum there, but you wouldn’t buy Spar-brand gum, or Spar-brand anything for that matter.

[From Videogum]

Of course, Gwyneth is perfectly happy to pocket the money flowing from her newfound SPAR endorsement while she’d never actually purchase this food in real life. Naturally, I don’t have a problem with any of Goop’s cosmetic or clothing endorsements, but she professes to be a beacon of healthy cooking and even sells her own overrated cookbook in that regard. She also thought that none of the American peasants would ever be clever enough to find out that she’s shilling packets of frozen rice and peas. So yeah, this is a major Goop fail.

Promotional photos courtesy of SPAR Strategy,, billboard snap courtesy of Videogum

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109 Responses to “Gwyneth Paltrow shills frozen, processed food when she thinks we’re not looking”

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  1. laylajanelovesgossip says:

    belch…all of em are so FAKE, lately!!!Or have they been this fake always?

    • poppy says:

      paltry has always been fake.
      she’s also queen of ‘do as i say, not as i do’.
      she makes it so easy to love to hate her.

    • mischa says:

      I’m sorry but I have to agree with Monette, although this is definitely not the nicest thing to say. Not knowing that Austrians speak German is like thinking people from Belgium speak .. Belge? ^^ or saying that Australians speak Australian.

      Sorry guys, was supposed to be a reply to kazoo and monette.

      • ol cranky says:

        you gave me a chuckle with “Belge” the thing that surprised me about Belgium was the # of people who speak Yiddish until I remembered the diamond trade was a big thing in Antwerp

  2. kazoo says:

    The most interesting thing is this story that I learned that Austrians speak German. Why did I never know that?

    And I wish someone would ask Paltrow about this endorsement, just to see her response.

    • monette says:

      it’s comments like this that gave rise to the expression “ignorant american”, you are one, aren’t you?

      • poppy says:

        she owned her ignorance and learned something new today. cut her some slack.

      • kazoo says:

        No, but I’m sure your mom is.

      • irishserra says:

        Are you having a bad day, Monette? Why the nastiness?

      • Turd Fergussen says:

        Oh Monette. It must be so nice to live up your own (worldy and cultured of course) ass all the time.

      • Jackie says:

        monette, by looking at the responses to your question, i believe the answer is ‘yes’.

      • Heather says:

        That’s a bit uncalled for, don’t you think?

      • lorraine says:

        And it’s comments like YOURS that give rise to the expression, “Stuffy, arrogant, self-centered European.” You are one, aren’t you?

      • mssnarnd says:

        One of the reasons I like this site is that people are usually kind to each other on the message boards . . . even if they disagree. This is NOT TMZ. Maybe you should pick another site for your rude comments, Monette.

      • Asiyah says:

        “it’s comments like this that gave rise to the expression “ignorant american”, you are one, aren’t you?”

        That was rude.

      • Susan says:

        No need to be mean just because someone doesn’t know something. Its the people that do know and are mean to others that are the ignorant ones.

      • Ama says:

        As an Austrian I find it NOT ignorant someone admiting NOT knowing that we speak German. If anything, I find it honest (and brave;-). Ignorant people are NOT interested in other cultures or assume if they’ve seen one SPAR-supermarket in, lets say SouthAfrica, they’ve seen the world. I’ve seen ignorance on both side of the great pond.
        That said: I (living in Vienna) was surprised to see Goop sell herself for readymade food – I would not eat it. Pierce Brosnan did some adds for the Spar gourmet-product range and that was ok, and fun :-)

    • Laila says:

      I’m guessing it’s because you’re American

    • paola says:

      Hey! I’m a stupid european fighting with an ignorant wait.. i’m an ignorant european talking to a stupid wait..I’M LOST NOW!
      Enough with this shit already!

    • Lola6 says:

      I just looked over at my husband and just for fun, I asked him ” what language do Austrians speak”….so, there he was, rubbing his head, looking up at he ceiling in deep thought, then frowning, then saying hmmmmm ( tick tock, I’m still waiting after a good 3 full minutes for his wrong answer) and then HE SAYS GERMAN! LOLOLOL….he knew it and OMG, I almost peed my pants laughing so hard cause I thought for sure he would’t know that… I DIDNT EVEN KNOW THAT! I thought he was going to say Austrian! Hahahh.

    • Karma says:

      You are in good company love. President Obama didn’t know either.

    • Karolina says:

      sigh…I just have been to India and I met some “lovely” Americans who complained that there are not enough “white people”…and the first thing that came to my mind was: mmmh…typical american tourists…and you just confirmed a sterotype!

  3. brin says:

    When it comes to Goopy, I’m usually not looking.

  4. magda says:

    come on, Spar is something like austrian Tesco… soo fancy

  5. gloaming says:

    She lives part time in London. She knows how low quality SPAR are, they must be paying her bucketloads of money for her to do this.

    • Maguita says:


      Maybe next time Gwynie could ask her good friends William Joel, and Leonard Kravitz about the brand before selling out. :D

    • Ama says:

      SPAR Austria seems to be a company of its own (look it up at Wikipedia, if you can be bothered, I can’t ;-) and has GOURMET branches all over Vienna, too. The product she is selling though looks..hmm..processed/cheap and is not high range at all.

  6. Mimi says:

    This coming from a woman who is incessantly on a detox diet for her adrenal cortex running high (or something) and who once proclaimed she would rather kill herself than let her kids eat cup noodles.

  7. mk says:

    hahahahahaha /outofbreath

  8. malina says:

    Hmmm I’m just not convinced with the qoute; I found Spar to be one of the more expensive (luxurious) and pleasant stores when I lived in Austria. I can’t say much about quality – because of the prices I have rarely shopped there. It’s no lidl or billa which are the common people stores.

  9. Ari says:


  10. scylla says:

    I have to say that the spar-group in Austria is really a good supermarket. In Austria their is quite a dense market for the food-chains so they are really competetive and over the last 10-15 years all the chains built crazy markets. Also even the disconter supermarkets like Hofer (=Aldi) have a lot of biological high-class food.

    There is really no reason to bash Paltrow for this.

  11. Aine says:

    Just to add more SPAR is a convenience store like a small supermarket big in uk ireland austria italy and south africa and now they are launching their own brand meals and foods. (Most small towns in ireland will have a spar or another small convenience store like centra or londis) Havent tried their own brand stuff dont intend to. Plus their prices are daylight robbery. Everything is at least 30 to 40 cent dearer than anywhere else. Suppose it will get dearer now Gwyneth is getting a wage off them.

    • gloaming says:

      Their prices are over inflated and not in a Gwynnie exclusive kind of way. More like a rip off merchant sort of way.
      I’m really surprised she’d do this to her precious image.

  12. Beatriz says:

    Holy crap, I remember Spar from when I lived in Denmark! It was close to my house, so I would sometimes drop by when I needed something ASAP, usually on a late Sunday evening (though I definitely remember it being a bit more expensive than regular convenience stores, so I didn’t frequent it). How funny that Gwyneth is the spoke-person for their frozen foods, I bet she thinks that since it’s European, it’s waaaay classier or something.

    • Beatriz says:

      Yeah, I lived for 6 years in København, so every time something sort of Danmark-related comes up, it hits close to home :)

  13. bros says:

    the sign says I’m not a vegetarian, but I love veggies!

  14. gab says:

    Goopy McSell-My-Soul-For-A-Buck.
    Stay Kla$$y, Goop.

  15. Agnes says:

    HAHAHAHA, oh, Goop. none of these people have integrity. please, it’s all about cash. she’ll speak out of ten sides of her freaking mouth to make some money. and maybe good for her, who knows.

  16. Peachy says:

    Will this be called Cup-A-Goop?

  17. Rita says:

    The only reason SPAR food is fancier than Cup-of-Soup is because it’s “European”. I’ve been to Europe and I know they have “cheese in a can”. It might be imported but they have it. So there!!!

    So disappointed that Gwen didn’t think we’d notice…for shame.

  18. Dee Cee says:

    Well she poses happily and allows it to come within five inches of her nose.. that’s her seal of approval progress.. think of the starving peoples around the earth that can’t get fresh and organic ten seconds from the source.. she’s there for them.. time lapse and fast forward frozen healthy food surrogate of good nutrition.. And she likes exotic foods.. Willingly eats anything once..

  19. original kate says:

    hypocritical twat.

  20. taylor says:

    I wonder if she’s fallen into the too-common (and snotty) trap of assuming that just because Spar is comparatively expensive, it’s better/elite/fancy. Either way, ITA with everyone. Fail.

  21. Carrie says:

    Can’t stand this woman.

  22. some bitch says:

    Every story about this woman just seems to exhaust me. She’s so smug and delusional (and not in the Lilo way) that I just can’t deal with her. Maybe I need to do a detox cleanse or something.

  23. amused says:

    You are such a riot Bedhead! you make what would otherwise be a very dull read so amusing :)

  24. Anoni Mus says:

    Why must “actors/actresses” shill food? It reeks of selling out.

    Sorry but I just hate that companies pay celebrities loads of cash just because they look good in the ads or are high profile or whatever.

  25. Me says:

    Spar is all over Europe. Its like the discount grocery store.

  26. anjessa says:

    I am Austrian and the description of the SPAR supermarket given is just ridiculous. It is one of the two major better supermarket brands in Austria and by no means a discounter. They also feature rather expensive products in their premium brand which are better quality than most common brands. If you want to get better quality than the SPAR premium brand, you have to go to a delicatessen shop. I do all my grocery shopping at SPAR and frequently buy their own brand. I also tried the veggie products and they’re actually pretty good and have healthy ingredients, they’re not the typical soup in a cup.
    I have to say that I thought Gwyneth was the perfect choice as a spokesperson when I saw that ad since she has this super healthy image, even though I don’t like her very much.
    And YES we speak German…WTF??

    • Maripily says:

      Continental Europeans tend to be bilingual or multilingual. My good friend in Austria speaks German, French, English and Spanish, and all very fluently. It amazes me.

      So, is Spar like a super Target? Trader Joes? Gristedes? I’m curious what the American equivalent would be. I’m not surprised Gwyneth is shilling frozen stuff…she screams hypocrite.

      • dizzy says:

        I lived in France for a few years and I would say Spar is like 7 eleven. Just a convenience store!

      • Viv says:

        Agree with Anjessa, nothing wrong or discount about Austrian SPAR. Same with the ones in Germany. But SPAR can be found all over the world, I have even seen it in South Africa and it’s much fancier there than it is in France.

        I’m more surprised that Goopy is promoting FROZEN food. So not homemade and fresh. I am shocked! Goopy, what’s next, juices from powdered concentrate? Oh my.

      • Anjessa says:

        Well I can’t really say what the US equivalent is,since I don’t really remember US supermarkets that well.It’s a large supermarket chain,but imo the one with the best quality,and probably the most expensive.And there are special Spar gourmet Stores that offer some more expensive stuff. What I sais

      • Anjessa says:

        Well I can’t really say what the US equivalent is, since I don’t really remember US supermarkets that well. Spar is a large supermarket chain,but imo the one with the best quality,and probably the most expensive. And there are special Spar gourmet Stores that offer some more expensive stuff. What I said only applies to Austria though, I saw some of their stores in Italy and France, and they don’t always look as good there. PS: I just saw the TV ad with Gwyneth and it’s really bad. Watch ist on Youtube, it’s bad even when you don’t speak the language!

      • PDog says:

        I cant speak for European Spar chains, but the South African chain is pretty up-market. Its almost on par with Woolworths which is the best and most expensive supermarket in SA. They definitely vary between areas though, but don’t all supermarkets?

  27. Esmom says:

    The ads themselves are kind of bizarre. In the one, she’s holding a salad, about to eat a tomato, but they’re featuring hummus. In the other one, i can’t tell what’s on her fork, a square of cheese?

    Goop isn’t the first American to shill European/foreign products, lots of of celebs do it. Even those who might seem above it…I recall Brad Pitt doing TV spots for something in Japan.

  28. Cerulean says:

    Oh my worldview was shattered today! Goop is a hypocrite!!!! NOOooooooooo! Can’t be. Can’t. Be. This story is a plant by Madonna’s minions!!!The photos are doctored!! Goop is a victim of a smear campaign!!!! We all know our Perfect, Well Connected Lifestyle Goddess would never! Never. Ever.

  29. aprayerforthewildatheart says:

    I may find Goop pretentious, but I also find her pretty harmless. She isn’t shoving her ideas down my throat, and in order to read her lifestyle “advise”, I’d have to go looking for it, and that’s not going to happen.

    Any celebrity endorsed product is actually MORE suspect in my book, because I know 99% don’t use said product, and are shilling it purely for profit. So thanks Goop, I’ll never touch the stuff! :D

  30. eileen says:

    Normally I would’t bash a celeb for this kind of endorsement, I mean at least its veggies and not some energy drink or alcohol…but considering she dedicates herself to branding herself as someone who only wants fresh organic food, to turn around and be a spokeswhore for frozen makes her look fake as hell. No surprise there.

  31. Advertisment_Vienna says:


  32. Sumodo1 says:

    Since the Gooper isn’t acting, she needs the income for her non-peasanty life. (Keep laughing!) Her stingy “bitch, please” husband probably makes her run the house budget on her money and banks his. Gwynnie probably thought that since this was Austria, nobody would notice. (Eye roll!) She’s so tiresome. Somebody please give this idiot a bag of carrots, an onion, a cup of rice, a can of beans, and a pound of chicken leg quarters and make her cook dinner for four. This is how Americans get by, let’s see if she can.

  33. Jayna says:

    She looks really pretty there, very fresh and natural. It suits her.

    There really isn’t such a thing as a part-time vegetarian. LOL

  34. anne christoff says:

    Spar has some of the loveliest grocery stores in Vienna. They are ALL lovely, clean and have the highest food standards in Europe (the Austrians) or are at least, to my knowledge, among the highest standards I should say. There are no “bad” grocery stores in Vienna, really. And the gas stations, by the way, tend to be clean and nice and serve nice coffee.

    That said, I just find GP tiresome.

    • anne christoff says:

      No bad grocery stores in Austria, I meant to say.

    • Mare says:

      Agree about everything. It’s a wonderful country, I love it. Love their bakeries too.

    • Maya says:

      Unfortunately they can’t maintain the same quality in other countries. The few that I’ve seen in Sydney are horrible. One Spar outlet in my suburb closed down and it stocked horrible vegetables and basically horrible everything.
      They really need to make sure their franchises maintain some standard.

  35. anne christoff says:

    No, the quality is not low. There is very little “low quality” in food in Austria (or much else for that matter). I can speak for Vienna, that is.

  36. HadleyB says:

    sigh.. I am disappointed in this .. I usually take Gyns side on things because sometimes she gets attacked all the time .. and I want to like her… I like some things she says., what she believes in and try to over look her arrogance at times … but saying stupid shit like 600 pair of boots is a bargain, claiming this and that and taking $$ like she needs it ( she doesn’t so why bother shes not KK) …. but it’s getting harder.

    I will say this: I still like her hair.

  37. TxGal says:

    LOL @ superstar Gwyneth Paltrow

  38. Kieslowski says:

    Thank you so much for writing about this, Spar is like the worst shit ever. I cannot believe that she is endorsing this, I guess she will do anything for money.

  39. kajjazvem says:

    No, it’s not a discounter. It’s a nice store with lots of products, from cheap to very expensive. Love shopping there.

  40. Lotr Dork says:

    Goop? A good cook? LOL her recipes taste like shit

  41. Lotr Dork says:

    Goop? A good cook? LOL her recipes taste like shit

  42. Rhiley says:

    I hate to admit this but I wish I looked like she does in a tank top and jeans.

  43. Ramona Q says:

    In the blue tank top picture, her necklace makes it look like she dropped lettuce on her shirt!

  44. JOHNNY T says:

    It’s long SLIPPERY slope down… can the S*X TAPE be far off?!

  45. Kate #2 says:

    Spar is also an English supermarket. She lives in this country. She knows what processed ready meals are, and she knows Spar is not exactly Whole Foods.

  46. NinaG says:

    The only thing I really know about GwenP is she always states things as being “peasant”. But I just find most celebs hypocrites anyway. I mean you in an industry about self consumption.

  47. j says:

    These pics of GOOP look like they’re from 15-20 years ago.

  48. joxjooze says:

    Actually Spar is from the netherlands- and means fir- wich is the companie’s trademark, so it’s a coincinence that “spar” means “save” in german-

    …so spar is not the most exclusive brand, but nowhere in the world inspections and restrictions on the sale of food are as strict as in austria.
    Ever been to an austrian mcdonalds?
    Nothing like mcdonald in us,uk or france, austrians are really spoiled when it comes to high quality food.

  49. original sandy says:

    desperate, slippery slope, grabbing what she can, trying to stay relevant and all of that, bottom of the barrel, some body please hire this woman for a movie. she’s not going away without a fight. i also caught that….super star. lol

  50. Jordan says:

    I think Gwyneth should make it up to us by becoming Chris Brown’s life coach. She could follow him around and make “suggestions” on how to become a better person.

  51. RdyfrmycloseupmrDvlle says:

    Oh, Gwynnie……sigh……dont you have enough money?? Looking like a money grubber is so…..low rent dahling!

  52. Maya says:

    She is so fake. The reason why she is thin is because she practically doesn’t eat and when there are events like Oscars she, like other stick insects, are probably on some intravenous concoction that provides basic nutrients.
    As for Spar. Don’t get me started.
    Some of the crappiest ‘marts’ I’ve seen. I’m glad that they haven’t infiltrated Australia. The few that we do (and did have, but closed) have are rubbish supermarkets where franchisees stock poor quality fresh produce and aren’t that different to 7 Elevens.

  53. Liberty says:

    Spar is out of Amsterdam. Some locations are franchised, some chains. When I lived and worked in Germany and England for six years and came across them while traveling, some were okay, some very discount horror. Anyway, we commoners aren’t supposed to know about the world and its shops; that is for Princess Smug Insect and her Secret Land of Shilling Poo for her cashmere needs. So, shh us! First time poster, have been delighted by all your posts for months! So smart and funny, they help me laugh through stupid 80 hour work weeks!

  54. Janey says:

    I live in South Africa,and yes,Spar is probably not the best quality at the best price,but I wouldn’t equate it with a gas stop convience store either.

    I’m sure there are places in every country that sell much worse quality products than the Spar brand does.

  55. MAMAKOWALSKA says:

    I can’t stand this idiot woman!

  56. teehee says:

    Hey dont hate on europe for having stadards. Its no use in being hateful out of bitterness that the american corporations sell you cheap unhealthy shit. Dont be mad at the french because of that, (or whatever) but be mad a Kraft and the like.

    Which isnt an opinion, its just an observation; one of the reasons why I prefer being in Germany now (grew up in US) is for easy access to better food. We have cheap and processed too- its everywhere- but, you also dont have to spend so much or search so long just to get a food with an ingredient list that doesnt read like a chemistry dissertation. I love Germany because when you buy cheese, it says “milk, salt, enzynmes” as ingredients and nothing else.

    Also chains are different from one country or region to the next; Spar may be a 7-eleven in France but a Whole Foods in Austria. McDonalds here is very expensive because they have to pay for all the trash that winds up being tossed out of car windows or flying out of the trash bins- and the state pays to clean the streets. So McDonalds foots the bill and passes it on to their customers. However its still McDonalds shit-for-food.

    But that to me is beside the point; the main argument is that this lady is a double talker who everyone sees through except herself- reminds me a lot of the Kardashians who still think they can play the game and get away with it.

    • Suze says:

      I don’t see any hate for Europe – or the French – in the original post, or in the comments, at least so far.

      I do see contempt for Gwennie, who I think deserves it, given her stance on home cooking *all day every day*. I guess it’s only desirable unless you have access to Spar.

    • Karma says:

      With all due respect I didn’t see any hate for Europe either. Lots of people were just filling in details and little friendly jabbing over the Austrian thing.

      However, access to good, healthy food in the US is everywhere except the bad parts of town. I live in CA and you would be hard pressed to NOT find any ingredients you need. We have huge fresh food sections in every supermarket. And fruits and veggies are no longer seasonal as we get them from all over the world. As well as CA shipping food around the world year round.

      Unless you lived deep in the ghetto, without a car, I don’t understand how you DIDN’T have easy access to excellent quality food, from coast to coast. Even rural communities have access to farm fresh food, farmers markets, and CSAs.

      Anyway, have a good one and thanks for the local details about the store standards.

  57. Ama says:

    Have to disagree with you about Spar Austria. The add is cheap though.

  58. Megan says:

    Firstly, I am a South African and Spar is an very popular and extremely good quality grocery chain, and who ever the idiot was who compared Spar to a ‘convenience store attached to a gas station’ is freaking nuts. My local store is by far my favourite place to shop, even though it the second most expensive. It has more selection than any other store in terms fresh food, with various ‘make your own’ stalls throughout the shop, which sell burgers, wraps, bunnies, sushi and a whole lot more. Not to mention we have our own Spar restaurant in the store.

    Secondly, I get that Gwyneth promotes an extremely healthy lifestyle and these Spar veggies don’t seem to correspond with that lifestyle, but if anyone did some research they would see that to compare these new products to ‘cup of soup’ just shows how stupid they are. These products are very calorie friendly, vegan or vegetarian and 70% come from organic farms. Living a healthy lifestyle is Gwyneth’s mantra and that is what those products promote. Maybe if the average person ate more of this food their wouldn’t be a global obesity problem.

  59. udov says:

    The cleanse and the extensive veggie intake might explains the “Shit Shit Says” Video that uses quotes from her!

  60. Tim Simmons says:

    How can we say what she really eats in real life? Do I believe she’s vegan no. But, I’m not around her 24/7 to keep her honest either. If I found out she is full or it and just endorsing for the money, then I have a problem.