This winter, Target launches Giada De Laurentiis™ for Target, an exclusive line of affordable cookware products and specialty food items perfect for making irresistible and budget-friendly meals at home. Giada, an award-winning chef and popular culinary-world personality, brings her love and knowledge of food to this new collection. Designed for everyday cooking, the new assortment will be available at all Target stores and Target.com starting in January 2010.
“Our guests want kitchen gear that makes their daily cooking easier and more enjoyable, and Giada’s collection delivers,” said Kathee Tesija, executive vice president merchandising, Target. “We combined our design expertise with Giada’s culinary background to create a product collection that pairs utility with great design and affordability.”
The Giada De Laurentiis for Target collection offers guests the craftsmanship, quality and affordable prices they expect from Target. The assortment ranges from kitchen gear, such as cookware, ceramic bakeware and kitchen tools, to delicious pasta sauces and flavored coffees, all designed with the at-home cook in mind. The collection captures Giada’s signature style with a fresh, modern twist on the tools, gadgets and food needed to make easy and affordable meals every day.
“It is so exciting to pass along my family’s cooking traditions to America’s home chefs,” said Giada. “The products I’ve designed for this line are essential in my own kitchen, and now, through my partnership with Target, at-home cooks will be able to make effortless meals affordably.”
Included in the collection are items such as a 4-qt. deep sauté pan, 6-piece ceramic bakeware gift set and a versatile 2-block cutlery set. Food products include five pasta varieties, three types of pasta sauces, fresh pesto, light vinaigrettes and rich coffee
blends—all of which highlight Giada’s passion for Italian cuisine. Small appliance offerings include a gourmet stainless steel panini grill, and the assortment also features favorite accessories, such as brightly colored aprons.
Giada’s versatile designs for Target will be accessible to a wide audience with prices ranging from $6.99 for a nylon spoon with stainless-steel handle, to $199.99 for a 10-piece Tri Ply Clad cookset that includes an 8” and 9.5” open sauté pans, 1-qt., 2-qt., and 3-qt. sauce pans with lids, and 5-qt. Dutch oven with lid.
The inspiration for the line comes from Giada’s formal culinary training, professional experience and her family’s food traditions. Giada began her career upon graduation from the prestigious Le Cordon Bleu, working behind the scenes as a chef and food stylist in Los Angeles before becoming a Food Network personality and cookbook author. The Rome, Italy native has hosted five Food Network shows, including “Everyday Italian” and her current program, “Giada at Home,” and has written cookbooks that have appeared on The New York Times best-seller list. Giada’s latest cookbook, Giada At Home: Family Recipes from Italy and California, will be published by Clarkson Potter on March 30, 2010. Giada has a rich culinary history rooted in her Italian heritage. As the granddaughter of Hollywood producer Dino De Laurentiis, Giada consistently immersed herself in the energy and excitement of her family’s kitchen.
Beginning in 2010, Giada will also serve as a spokesperson for the wide selection of affordable groceries at Target and SuperTarget stores. She will share her culinary expertise to help at-home chefs find fresh produce and affordable owned brands, while offering expert tips to make cooking approachable and fun.