COOKING UP SOME REVENUE: Bon Appétit has some new and unexpected competition in the world of magazines selling cookware on basic cable. Next week, Latina Media Ventures will launch an eight-piece collection that includes a cast-iron paella pan, a salsa-chip tray and colorful wooden bowls. Latina Media Ventures president Lauren Michaels claims this brand extension will fill a void in the marketplace. “Our audience was ready for a high-quality line that is infused with authentic Latin influences,” she added. “Food is a central part of their culture and this line reflects Latin sensibilities.”
When Bon Appétit launched its line on HSN, “Top Chef” contestant Ryan Scott scored the lucky honor of cooking on TV for 10 hours. Latina has it a little easier on QVC: Its editor at large, Robyn Moreno, will only have to shill for one hour beginning Aug. 29 at 11 a.m. This is the first brand extension that Latina has launched in almost six years, following a clothing line at Sears, which has since been discontinued. Of course, if the cookware is successful, don’t expect it to be the last.
This story first appeared in the August 22, 2012 issue of WWD. Subscribe Today.