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Brief Published: 29 Mar 2018

Buzzfeed Launched Walmart Cookware Line

Buzzfeed X Walmart

American media giant BuzzFeed has collaborated with US supermarket Walmart on a new cookware range to accompany its popular Tasty and Proper Tasty video series on Facebook.

It's the latest food-based product from BuzzFeed, which launched a connected One Top cooktop and customisable cookbook last year in conjunction with its viral Tasty brand.

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.