Walmart has its share of private-label brands and big-name partnerships. But unlike Target, the chain has generally focused on affordability over having the posh brand or big celebrity on its shelves.
The giant retailer does sell NFL great Earl Campbell's Hot Links, the actress and TV-show host Drew Barrymore's kitchen-equipment line, singer Patti LaBelle's Pies/Cobblers, and of course, rapper Master P's Rap Snacks cheese puffs. But Walmart (WMT) -) doesn't have a stake in those brands.
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Target (TGT) -) has gone a little higher end, selling its own line of Magnolia products from Chip and Joanna Gaines, as well as having pop-up collaborations with major-named designers and at-the-time hot brands including Vineyard Vines.
Target, Kroger and even Costco (COST) -) have generally avoided celebrity tie-ins in their freezer aisles. That's an area where aside from the warehouse club having a very limited selection, most grocery chains including Target, Walmart, and Kroger (KR) -) usually have had standard offerings.
Walmart, however, has been working to stand out in this area.
Image source: Jason Mendez/WireImage
Big-name chefs come to Walmart
Celebrity chefs have become bigger stars than they ever were. Names like Gordon Ramsay and Guy Fieri have turned into mainstream superstars whose faces everyone knows even if they have never eaten at one of their higher-end restaurants.
Fieri and Ramsay have built their brands not only on expensive sit-down restaurants. Rather, both have some eateries that most people can reasonably afford to eat at. Fieri has his Chicken Guy chicken-fingers chain while Ramsay has Gordon Ramsay's Fish and Chips, as well as a self-branded pizza restaurant.
Ramsay and Fieri have also brought their talents to Walmart in the frozen-food aisle. That's not off-brand for Fieri, who has shown with his Carnival Cruise Line partnership that he's willing to go wherever his fans are.
For Ramsay, however, it's a big leap as he has always opposed even the idea of frozen food. On his shows he has often mocked restaurants that use it.
Now, another big-name chef, Andrew Zimmern of "Bizarre Foods" television fame, is bringing his talents to Walmart's frozen food aisle.
Andrew Zimmern comes to Walmart
"Bizarre Foods" began in 2006 and ran for 13 seasons. The show took Zimmern around the world, where he sampled dishes that Americans would find, well, bizarre. He did so in a way, however, that made the dishes accessible and showed that while cultures varied, people around the globe were actually very similar.
And while the show made clear how much Zimmern knew about food and cooking, he was able to come as your daring friend who's always willing to try stuff. There was never a "Fear Factor" or mocking aspect of the show, no matter how odd the dish the host was about to eat might be.
Like Fieri and Ramsay's frozen food lines, Zimmern's "By Andrew Zimmern" line will be a Walmart exclusive. The chef "created these dishes to bring homey, chef-quality foods to every family, regardless of time and budget constraints," according to a news release.
The dishes are not inspired by "Bizarre Foods." Instead, the chef took his inspiration from another of his shows, "Family Dinner." In that series he ate dinner with different families "to explore how culture impacts how and what people eat," he said. That led the chef to create a line of "wholesome home-cooked meals that can bring people together."
"By Andrew Zimmern" frozen entrées include:
- Pulled Pork Mac and Cheese: Inspired by one of his favorite post-shift meals while working in restaurants, this tender pulled pork is combined with macaroni and a blend of premium cheeses for the ultimate comfort food indulgence.
- Meatloaf: Based on his grandmother’s treasured recipe, this savory meal is a classic that incorporates aromatic herbs, a blend of choice meats, and creamy mashed potatoes.
- Turkey Dinner: One of Andrew’s favorite frozen dinners as a kid, this version features slices of tender and juicy roasted turkey breast accompanied by traditional sides — fluffy mashed potatoes and crisp green beans.
- Swedish Meatballs: A favorite among his own family, the meatballs in this entrée are delicately seasoned and smothered in a velvety, savory gravy atop a bed of perfectly cooked noodles.
