Target teams up with celebrity chef Giada

SAN FRANCISCO Fri Jan 8, 2010 2:40pm EST

Related Topics

SAN FRANCISCO (Reuters) - Food Network chef Giada De Laurentiis will sell an exclusive line of cookware and food through Target stores and become a spokeswoman for the retailer's groceries, Target said on Friday

Starting this month, Target Corp will introduce the "Giada De Laurentiis for Target" line, including cookware, such as a cast iron panini grill pan for $69.99, and specialty food, such as whole wheat penne rigate for $2.79.

Target spokeswoman Jana O'Leary said De Laurentiis will tout the retailer's groceries and develop cooking tips for shoppers that will highlight Target's own brands, such as Archer Farms. O'Leary could not comment on whether De Laurentiis will appear in Target's television ads.

The partnership comes as Target looks to appeal to frugal shoppers, who are spending more time at home cooking meals instead of heading out to restaurants.

Target's sales faltered during the recession as consumers stopped splurging on its trendy clothes and home decor, and stuck to buying basics, such as food or medicine.

To compete with grocery stores and larger rival Wal-Mart Stores Inc, Target is introducing its "P-fresh" concept -- an expanded selection of grocery items in its general merchandise stores -- to more stores.

It said the Giada De Laurentiis for Target collection will range in price from $6.99 for a nylon spoon with a stainless-steel handle to $199.99 for a 10-piece cookware set.

Target shares declined 31 cents to $49.96 in recent New York Stock Exchange trading.

(Reporting by Nicole Maestri; Editing by Derek Caney)

FILED UNDER: