Paula Deen launches new consumables line

CARROLLTON, Texas  -- Paula Deen is rolling out a new line of food products with a special appearance at the Dallas Total Home & Gift Market this weekend.

Deen's new product range includes mixes of foods that are the top-selling items at her restaurants. The initial product line is set to include: Original Recipes Baking Mix, Fried Chicken Batter Mix, Hoecake Mix, Cornbread Mix and Ooey Gooey Heavenly Fudge Mix. Each Southern recipe has been personally authenticated by Deen.

"She's been very hands-on with the product line; it's not just her name stamped on it. The first five came from some of her restaurants' top selling items," said Don Saller, CEO of the home products company, Jokari, behind the launch. "There are at least three more mixes coming, all of which stay true to Paula's recipes. She approves every mix before it hits the market."

The consumables market is new territory for Jokari, so the company also is introducing promotional displays to help retailers showcase the line without taking away from already-limited shelf space.

Saller says retailers such as Amazon, Wayfair and Zulily already have expressed interest in carrying Jokari's Paula Deen consumables line, but he also looks forward to expanding the company's reach to more retailers.