By Allison Watkinson
TLL Reporter
Acclaimed musician and entrepeneur Dolly Parton has entered into an exclusive licensing agreement with Conagra Brands for an expanded collection of Duncan Hines’ food products.
The new line of Dolly Parton x Duncan Hines products will include a range of frozen, refrigerated, grocery and snack items inspired by Southern comfort food.
The expanded product partnership follows the continued success of Parton’s previous multi-year agreement with Duncan Hines Global for Dolly Parton baking mixes.
“I loved co-creating my Duncan Hines line with Conagra and I’m thrilled we’re going well beyond the baking aisle with new items across the store,” said Dolly Parton. “We’re looking to continue to inspire special moments in the kitchen, with some of my family’s favorite recipes, and I think people are really going to love them!”
The newly expanded Dolly Parton product line includes box mixes for foods such as chocolate cake, yellow cake, cinnamon crumb cake, blueberry muffins, buttermilk pancakes, banana nut muffins, buttercream frosting and more.
The licensed baking products are launching on the official Baking With Dolly e-commerce website and department store shelves across the U.S. this month.
Additional food products are expected to launch later in 2024 across a variety of retail categories.
“This unprecedented partnership with Dolly Parton gives us an incredible opportunity to further cement Conagra Brands in our established categories, while authentically positioning us for tremendous growth in new ones including Southern cooking and comfort food,” said Conagra Brands COO Tom McGough.
Duncan Hines and Dolly Parton are also offering a limited-edition, online exclusive called the Dolly Parton: Bake Like a Rockstar Kit.
The limited-edition Bake Like a Rockstar kit includes three branded baking mixes and a buttercream frosting from the Dolly Parton collection, as well as exclusive Dolly Parton-themed keepsakes such as a collectible oven mitt, an illustrated magnet and recipe cards for Dolly’s favorite desserts.
“We are beyond thrilled to build on the success of our partnership with one of the most beloved and respected women in the world,” said Conagra Brands president Lucy Brady. “With our expertise in food, we’ll help bring Dolly’s vision and favorite recipes to so many tables across America, with delicious new offerings across a wide range of eating occasions.”
The expanded multi-year, multi-category licensing agreement between Parton and Conagra Foods was facilitated by the IMG’s global brand management division.