HGTV star Joanna Gaines has pivoted into the business space with her own line of frozen foods.
The 47-year-old proudly revealed last month that the supermarket giant Target now stocks her Magnolia Table products, which include classic sugar cookies, banana bread, buttermilk biscuits and classic cinnamon rolls.
The surprising career move, which has been three years in the making, comes amid growing uncertainty at HGTV following a spate of cancelations.
‘We’ve been dreaming this up for the last three years I almost can’t believe they’re finally here,’ Gaines enthused of her frozen baked goods.
‘I have always believed in the power of food,’ she continued in a post shared on Instagram.
‘In its ability to slow us down, draw us close, and invite us into the everyday moments that end up mattering most.
‘For the past decade we’ve been creating recipes for our Magnolia Table cookbooks and serving up our favorites at our 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.’
Joanna Gaines has launched her frozen food brand Magnolia Table, which is stocked in Target
The line includes six different products from cinnamon rolls to banana bread
Gaines explained that she hopes the range will make it easier for people to ‘pull something delicious out of the oven’ even on the busiest days.
At the time of writing, all six products are on sale at priced at $9.99, down from $11.99.
The new line comes after Gaines’s cooking series, Magnolia Table: At the Farm, premiered on the Food Network and Magnolia Network in September.
Magnolia Table: At the Farm – executive produced Gaines and her husband Chip through their production company – is a ‘refreshed’ version of the original Magnolia Table show.
She described the project as ‘an open door to join me at home as I share some easy to love and easy to make comfort foods that I’ve been serving my family for years, plus all the stories behind them.’
In the official trailer, Gaines said she hides in the kitchen when she simply wants to ‘create and bake something fresh.’
‘I’m excited about sharing quicker comfort recipes that I’ve always loved to make for my family,’ she continued. ‘I feel like when we’re in this space it can be a little more casual.
‘What I love about these recipes is the memory and the story that’s attached. I think you’re going to love it.’
All six products are currently on sale at Target and are priced at $9.99, down from $11.99
Gaines’s cooking series, Magnolia Table: At the Farm, premiered in September
At the time of Magnolia Table: At the Farm’s release, fans were not impressed and branded the episodes ‘very boring.’
Sharing their criticism on Reddit, one said: ‘Food Network has given too many shows to celebrities or relatives of them instead of real people who can cook.’
‘I’ve tried watching her but, yes, she’s very boring,’ another commented. ‘And kind of fake, if you ask me. Tries too hard to be relatable.’
‘She can’t cook,’ continued a third while another hit out at her ‘sh****recipes’ and having ‘zero skill.’
Others accused her of trying to rival famous homemaker Martha Stewart.
‘She so badly wants to be Martha Stewart,’ one said on Reddit. ‘She wants to capture all things home-keeping and she just doesn’t have the charisma. It all feels so forced and inauthentic.’
Another said: ‘She will never be Martha. How do you get a cooking show with zero knife skills?’
