Martha Stewart's name will adorn a line of fresh, refrigerated and frozen foods sold at Costco--the nation's largest warehouse retailer--beginning next year. The line is expected to be called Kirkland
Signature by Martha Stewart.
Although Stewart cooks everything from soufflés to duck breasts on her syndicated television shows, producing a line of packaged food is not exactly
in her comfort zone. But Susan Lyne, the CEO of Martha Stewart Living Omnimedia, calls food the "greatest untapped opportunity" for the company. She says it is the No. 1 area for visits on the
company's Web site, which features recipes and cooking tips.
Executives at both Martha Stewart Living and Costco said they were still in the testing and tasting phase of their
collaboration and had not yet chosen products for the new line. Based on what Martha Stewart Living executives have said before, the company is expected to favor prepared foods (think of nine-layer
lasagna), rather than everyday commodities like a pie crust.
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