Buzzfeed Launched Walmart Cookware Line
The Walmart line will encompass 90 products including non-stick cookware, pans, silicone utensils, kitchen gadgets and accessories in brightly coloured materials, with prices ranging from $4.44 to $99.
This new collaboration is the most recent example of how media brands are reaching beyond the digital space in search of new audiences, and vice-versa. See Brand Stretch: Elastic Food & Drink Development and Retail's Elastic Brands for further examples of this thinking.
For more on how food content is proliferating and evolving to meet the demands of a time-strapped foodie audience, see The Food Content Boom and New-Wave Branded Content. For a dive into how brands are targeting enthusiastic at-home cooks, read Activating At-Home Foodies.