Martha Stewart Launches New Pantry Line At J. C. Penney

Martha Stewart's newest addition to J. C. Penney's home department, MarthaPantry, launches today in stores and online.

MarthaPantry is one of three newly released lines under the umbrella of MarthaHome; already available are MarthaCelebrations, which features party decorations and themed paper goods, and MarthaDecor, which includes rugs, mirrors, lighting, and window treatments.

J. C. Penney has already been promoting the MarthaPantry items, which range in price from $5 to $55, on its site.

The line includes some of Stewart's popular entertaining books and cookbooks, but is largely composed of a collection of packaged pantry staples with a high-end, Martha-approved twist, such as Ruby Red Popcorn kernels, Balsamic Vinegar of Modena, dried Scarlet Runner Beans, and Chocolate Chip Pancake & Waffle Mix, as well as whole-bean and pre-ground Martha's Blend coffee.

The MarthaHome line caused some controversy between J. C. Penney, Martha Stewart Living Omnimedia, and Macy's, which has been a longtime partner with Martha Stewart Living Omnimedia and continues to have a housewares line called the Martha Stewart Collection. Macy's sued Martha Stewart Living Omnimedia last August for going against its exclusive partnership deal by negotiating with J. C. Penney.

Following a stint in court, however, Stewart has succeeded in being able to release the new lines at J. C. Penney and maintain her Martha Stewart Collection at Macy's.