Smithfield Specialty Foods Group to Offer New Paula Deen Products Through Peanut Shop of Williamsburg

23/01/07 Smithfield Specialty Foods Group announced it is launching a new line of Paula Deen-branded products that will be marketed exclusively through The Peanut Shop of Williamsburg starting February 1.

The launch is part of Smithfield Specialty Food Group's partnership with Deen, the popular Food Network celebrity cook and cookbook author. The new line introduces 20 different products bearing Deen's image that were developed by chefs from the Smithfield Innovation Group.

The new products include spices, sauces, salad dressings and steak sauces such as: Paula's BBQ Sauce, Sun-Dried Tomato Marinade, Vidalia Onion Peppercorn Dressing, Blackberry Walnut Dressing, Peach Pecan Dressing, Merlot Wine Sauce, Savannah Marinade and Raspberry Chipotle.

Recipes and formulas for all of the new products were tested and approved by Deen and meet her strict guidelines for products bearing her name.

The Peanut Shop of Williamsburg's new offerings were unveiled during the 32nd Winter Fancy Food Show in San Francisco on January 21 - 23. The product line is expected to grow to up to 50 over the next 12 months. Deen helped promote the new products during appearances at the Smithfield Specialty Foods Group / Peanut Shop of Williamsburg booth #460 on Sunday, the 21st, and Monday, the 22nd.

The Peanut Shop of Williamsburg is known for high quality, hand-cooked Virginia nuts and nut products and is the marketing arm of Smithfield Specialty Foods Group, an independent operating company of Smithfield Foods, Inc. that sells gourmet food products. The new products also will be featured in the company's fast-growing gift and catalog businesses and can be found under Smithfield Collection and The Peanut Shop of Williamsburg.

"As one of America's favorite cooks, Paula Deen is bringing Southern cooking back into the national spotlight," said Pete Booker, general manager of the Smithfield Specialty Foods Group. "Southern cooking features home- style cuisine and focuses on quality ingredients, and our new line of products is a perfect fit for special meals."

"We think consumers will love these new products because they have come to trust Paula's judgment, and they look to her to help them make meals extra special," Booker said. "Whether a consumer is a seasoned cook or a novice, Paula's tips and recommendations ensure tasty meals that families love to eat."

Booker added, "The scope of this product launch is unprecedented for us and The Peanut Shop of Williamsburg, and represents a tremendous team effort to bring this extensive line to market. This is the first time in our 70-year history that we have introduced so many new products in one year. The sheer number of flavor profiles, combined with four different bottle sizes, such as a 16-oz. canning jar and 12.5-oz. square jar, offers a nearly endless choice in configurations for specialty retailers."

Deen is the host of two TV shows on the Food Network -- "Paula's Home Cooking" and "Paula's Party" -- that reach 85 million viewers. She is the author of six cookbooks and publishes a lifestyle magazine called Cooking With Paula Deen. In addition, she owns and operates a Savannah restaurant with her two sons.

"I'm really excited about my new product line and thrilled that The Peanut Shop of Williamsburg is doing the marketing. These folks know what people like to eat and how to make a meal something special," Deen said. "I love the flavors of these new sauces and dressings -- they're the kind that I keep on hand in my kitchen all the time."

In addition to the new product line, Smithfield Foods continues to aggressively market Deen's original signature products and Paula's Picks, which can be found in Smithfield Specialty Foods Group catalogs.