HSN Kraft Foods to Expand Consumer Reach

HSN and Kraft Foods have signed a multi-year partnership that will allow consumers to purchase HSN cooking products on the Kraft Foods website’s recipe pages while also giving them access to content on HSN.com.

According to the two companies, Kraft Foods and HSN will leverage their respective distribution channels to reach more consumers. Kraftfoods.com is among the top-20 consumer products goods company food and cooking websites, while HSN is available in some 96 million homes across the United States. In addition, HSN.com is among the 10 most visited e-commerce websites and has approximately one-quarter of a million unique users each day.

“This partnership further deepens the relationship with our customers by providing them more of what they love about HSN – great experiences and great brands,” said Bill Brand, executive vice president of Marketing, Programming and Business Development for HSN. “We are also excited to introduce new customers to HSN through this initiative while reinforcing our leadership position in the kitchen category.”

Julie Fleischer, director of Consumer Relationship Marketing Content Strategy and Integration at Kraft Foods, said the partnership would marry relevant content with interactive shopping and create multimedia platforms for new product launches.

“It will enable us to expand and deepen our consumer engagement with exclusive recipes and brand programs,” she added.

Beginning March 15, the Kraft Store on kraftfoods.com will be “powered by HSN” and will showcase HSN cooking-related products from its stable of high-profile chefs such as Todd English, Wolfgang Puck and Emeril Lagasse. HSN.com will soon