• by Fern Siegel , October 14, 2008

First there was her TV show, then a popular magazine. Now comes the branding. Daytime host Rachael Ray is making her QVC debut on Oct. 19 to introduce her signature line of kitchenware and utensils.

Ray will appear during the "Cooking on Q" 24-hour event. Alongside her new products, she will also push a new cookbook: "Rachael Ray's Big Orange Book."

"Her enthusiasm and commitment to quality is evident in each and every piece," said Claire Watts, president of U.S. Commerce for QVC. "Her infectious personality and down-to-earth approach to cooking will certainly resonate with our viewers."

Ray's forte is fast, efficient cooking. Her new utensils and cookware are said to extend that mission; Ray designed them with an eye toward simplicity and ease of use. Select items from the collection include the rectangle skillet with press, fondue pot, gusto grip knife, young cooks cutting set, moppine and garbage bowl. Prices range from $15.00 to $70.00.

Ray said in a statement that she was pleased to offer her products to QVC shoppers, and having the opportunity "to teach them how to use the pieces to create their own meals makes the experience even better."

QVC, Inc. is owned by Liberty Media Corp. and posts annual revenues of more than $7 billion.