10.22.2009

Martha to Expand Food Line

Martha Stewart Living Omnimedia today announced that it has partnered with The Hain Celestial Group, Inc. and its affiliate Hain Pure Protein Corporation to introduce a new Martha Stewart-branded food line at retail, including poultry from Plainville Farms, baking mixes from Arrowhead Mills and dried pastas from DeBoles using all natural, healthy ingredients. The product lines are expected to be distributed in supermarkets, mass-market retailers and warehouse clubs across the country.

The new Martha Stewart-branded products will launch with limited distribution of fresh and frozen vegetarian-fed and antibiotic-free turkeys from Hain Pure Protein's Plainville Farms in time for Thanksgiving 2009, including online availability via http://www.marthastewart.com/turkey.

The launch of the turkey products will be followed by natural baking mixes from Arrowhead Mills and dried pastas from DeBoles in Spring 2010, expanding the gourmet quality of the natural baking mixes and dried pastas using recipes from Martha Stewart.

The new offerings extend MSLO's relationship with Hain Celestial, which is producing Martha Stewart Clean, a branded line of all-natural cleaning solutions that is expected to launch next month.

Martha Stewart Turkey from Hain Pure Protein's Plainville Farms is humanely raised on family farms, vegetarian-fed and antibiotic-free with no added growth hormones. It will be packaged with a booklet providing consumers with instructions from Martha Stewart Living's "Turkey 101" and ideas from http://www.marthastewart.com/turkey about how to prepare and cook the turkey as well as recipes for stuffing and gravy. The baking mixes from Arrowhead Mills and dried pastas from DeBoles contain no artificial flavors or preservatives; the relationship may expand into additional categories.

"Our previous experience in the retail food arena has taught us a great deal about how to develop high-quality, healthy and delicious food for the retail shopper. Our expanded relationship with Hain Celestial is part of our merchandising strategy to partner with the best manufacturers who have vast and robust retail distribution networks," said Robin Marino, MSLO's President and Chief Executive Officer of Merchandising.

3 comments:

Jim said...

Plainville Farms is nearby and has great turkeys. They also have a family restaurant here is Syracuse and everything is delicious on the menu. It was a family run business for years and then it was sold off to Celestial Brands a couple of years ago. The local turkey farm is being converted over to a kosher plant and must follow all the rules to be certified as kosher.

Anonymous said...

Does this mean she is no longer doing foods with Costco? They were good, but usually weren't in stock. the chili and corn soup were wonderful!

Kirk

Anonymous said...

Kirk,

That is correct. The Costco relationship has ended. It was a difficult partnership as development took a lot of time and had many roadblocks. Also, each of the skus that Costco stocks must generate $1M, which the MS products did not. Perhaps wider distribution with the new deal will be successful, but again their biggest challenge is signing so many deals and trying to get the word out. Look at the Crane paper deal - zero advertising or marketing.