IT’S ALL ABOUT THE PRODUCT: Once upon a time, Condé Nast used to hold its nose to licensing deals. But after the summer of McKinsey in 2009 and a couple of years of brainstorming, the publisher will take one big step into a brave new world. Starting at midnight on Jan. 31, Condé Nast’s food magazine, Bon Appétit, will unveil a lineup of cookware, appliances and cutlery and prep tools.

Items up for sale include: A Bon Appétit branded electric pressure cooker ($99.99); a 10-piece cookware set, which comes with an 8-inch skillet, a 10-inch skillet and two kinds of saucepans ($249.99), or a pineapple corer in black ($15.99).

This story first appeared in the January 19, 2012 issue of WWD. Subscribe Today.

It appears that Condé Nast executives will not force editor in chief Adam Rapoport out on stage to shill for Bon Appétit’s pressure cooker and instead has hired a fresh-faced spokesman. They’ve tapped former Top Chef contestant Ryan Scott to become the Bon Appétit Collection Chef. Scott said he was hired about a month ago after he was spotted on a Healthy Choice commercial. He’ll appear on HSN to talk up Bon Appétit’s cookware about once a month. His first appearance on Jan. 31 will last for about 10 hours.

He’s an energetic spokesman.

“What’s happening now guys, as you can see, everything is caramelized evenly around the whole pan and not a lot of pans do that!” said Scott, from the BA Kitchen on the fourth floor at 4 Times Square Wednesday, while cooking some brussels sprouts. He was demonstrating for one reporter. “And that’s what I love about it. There was not a stepped missed on this! You can cook evenly all the way around, see? What’s also great about this pan is because of the magnetic stainless steel, it’s universal on an induction top, it’s universal on a gas top. You can pop it in the oven! Not a lot of pans you can do that with.”

But wait. There’s more.

“This is actually made out of stainless steel — the handle!” he said. “The great thing about this is you can grab this with a towel, and take it out of the oven and you’re not going to burn your hand.”

Scott said he was so blown away by their merchandise that he knew instantly that he wanted to be the Bon Appétit Collection Chef.

“I tried the pressure cooker and I was like there’s no way I’m not going to be the Bon Appétit Collection Chef,” he said. “And here I am, talking to you!”

Condé Nast has launched other products with HSN — Glamour had a jewelry line, but an HSN spokesman and Bon Appétit spokeswoman said this is the most extensive relationship the two companies have had to date.

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