‘My life [in the bakery aisle]’: Rock & Roll superstar Dolly Parton signs ‘unprecedented’ agreement with Conagra Brands

By Gill Hyslop

- Last updated on GMT

Dolly Parton has partnered with Duncan Hines to launch a range of baking mixes and other items. Pic: Conagra Brands
Dolly Parton has partnered with Duncan Hines to launch a range of baking mixes and other items. Pic: Conagra Brands

Related tags Conagra Brands Dolly Parton baking mixes

The 78-year-old ‘Rockstar’ multi-hyphenate has entered into an exclusive agreement with the Duncan Hines brand owner to develop a line of products in the frozen, refrigerated, grocery and snack category inspired by down-home comfort cuisine.

The lineup rolling onto store shelves across the US includes an expanded range of Duncan Hines bakery mixes, including Chocolate Cake Mix, Yellow Cake Mix, Cinnamon Crumb Cake Mix, Blueberry Muffin Mix and Banana Nut Muffin Mix.

This will be followed by the first single branded Dolly Parton item – Buttermilk Pancake Mix – marks the Rock & Roll Hall of Fame inductee’s first foray into the breakfast category.

The NPD builds on a multiyear partnership between Dolly and Duncan Hines, which more items expected to launch later this year.

Dolly’s Rockstar recipes

Dolly-Parton-Rockstar

“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 Tom McGough, COO of Conagra Brands.

Added Lucy Brady, president of Conagra Grocery & Snacks, “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.

“We are beyond thrilled to build on the success of our partnership with one of the most beloved and respected women in the world.”

Dolly has achieved 27 gold, platinum and multi-platinum awards, along with 26 songs at number one on the Billboard country charts. Her current album ‘Rockstar’ made history by scoring the biggest album debut sales week of her seven-decade career and earning her six number one’s on the Billboard charts. In 2014, the RIAA recognized her impact on recorded music with a plaque commemorating more than 100 million units sold worldwide

Beyond her music, Grammy Awards and 198 million fanbase, she’s also a New York Times Best Seller – ‘Behind The Seams: My Life in Rhinestones’, ‘Songteller: My Life in Lyrics’, ‘Run Rose Run’ (coauthored with James Patterson) – and children’s book author (Coat of Many Colors) and has to date donated over 222 million books to children around the world with her Imagination Library.

“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 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.”

Dolly Parton’s Bake Like a Rockstar Baking Collection  

DollyDTCKit

Duncan Hines is giving consumers a chance to get their hands on Dolly Parton’s latest baking mixes and frostings, along with exclusive bootie, while supplies last.

The kit includes Dolly Parton’s Blueberry Muffin Mix, Cinnamon Swirl Crumb Cake Mix, Favorite Chocolate Cake Mix and Creamy Chocolate Buttercream Frosting, along with a magnet featuring the popular illustration of Dolly from the Duncan Hines’ packaging, a Dolly-inspired oven mitt and recipe cards of some of Dolly's favorite bakes.

The limited edition Dolly Baking Collection is available online for $40.

The multi-year, multi-category agreement between the country singer and food manufacturer was facilitated by licensing agency IMG.

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