SAVANNAH, Ga. -- Paula Deen is jumping out of the television and onto the dinner plate.
The Savannah restaurant titan launched a new company, Paula Deen Foods, after signing a partnership with the New York-based Nanco Group on Tuesday.
The financial terms of the deal were not disclosed.
The company, with its headquarters in Savannah, will focus on selling products at a variety of locations that consumers can then prepare at home.
“We are honored to take the Nanco generations of experience and bring our favorite recipes from our family to your own,” Deen said in a press release. “Working with Nanco, we have generations of experience and knowledge from our most important partners — the grocery retailers that will enable us to bring the best value possible to those who love our recipes.”
Through the partnership, Paula Deen Enterprises is attempting to broaden its relationship with national retailers. The new Paula Deen Foods is targeting to launch its initial products by September.
According to Steven Nanula, partner at Paula Deen Foods, the plan includes “all major retail channels nationwide,” including supermarkets, club stores and drug stores. He said the company is also developing a specialty line of products to be sold in Deen’s restaurants.
Deen’s manager, Barry Weiner, said the company chose Nanco Group because of its experience. Nanco Group previously developed similar product lines with its own grocery store chains in New York.
“We know recipes and taste,” he said,“but needed additional branding and marketing expertise, as well as someone with a successful track record within the retail industry.”
The new Paula Deen Foods will expand on existing Deen products, which are sold in retailers throughout the country. Currently, Paula Deen Cookware and Paula Deen Home products are available in places like Kroger and Target. These will not fall under the new company. But Paula Deen Hams and Paula Deen Baked Goods “will still be there along with new recipes,” Nanula said.
Nanula hinted the new Paula Deen Foods would also focus on “fresh prepared meals for families to enjoy together.”
“These new products will provide the consumers a unique and convenient solution to experience authentic Paula cooking without the hassle and expense of purchasing and making all the ingredients.”
All the products will be developed and branded under the Paula Deen label. But the new company will be operated by both Nanco Group and Paula Deen, with each contributing significant resources.