Television personality and home renovation expert Joanna Gaines has made a significant business move by launching her own line of frozen baked goods. The 47-year-old star revealed that retail giant Target is now stocking her Magnolia Table products across the United States.
From HGTV to the Frozen Aisle
This surprising career pivot comes at a time of uncertainty for HGTV, which has experienced several programme cancellations. Gaines has spent three years developing her frozen food range, which includes six products: classic sugar cookies, banana bread, buttermilk biscuits, and classic cinnamon rolls.
"We've been dreaming this up for the last three years," Gaines shared enthusiastically. "I almost can't believe they're finally here." The home and lifestyle expert expanded on her philosophy in an Instagram post, stating: "I have always believed in the power of food to slow us down, draw us close, and invite us into the everyday moments that end up mattering most."
The Magnolia Table Expansion
Gaines explained that her new venture builds upon her previous work creating recipes for Magnolia Table cookbooks and serving favourites at her restaurant, bakery, and coffee shop in Waco, Texas. "A few years ago the time felt right to start dreaming about creating a line of frozen baked goods," she noted.
The entrepreneur hopes her products will help busy people "pull something delicious out of the oven" even on their most hectic days. At the time of writing, all six products are priced at $9.99, reduced from their original $11.99 price point.
Television Ventures and Fan Reactions
The frozen food launch follows the September premiere of Gaines's cooking series, Magnolia Table: At the Farm, which airs on both the Food Network and Magnolia Network. The show, which she executive produces with husband Chip through their production company, represents a "refreshed" version of the original Magnolia Table programme.
However, the new series has received mixed reactions from viewers. Some fans took to Reddit to express their disappointment, with one commenting: "Food Network has given too many shows to celebrities instead of real people who can cook." Another viewer described Gaines as "very boring" and "kind of fake," while others criticised her cooking skills and recipes.
Several comparisons were drawn to famous homemaker Martha Stewart, with one social media user noting: "She so badly wants to be Martha Stewart. She wants to capture all things home-keeping and she just doesn't have the charisma." Despite these criticisms, Gaines continues to expand her brand beyond home renovation into the competitive food industry.
