Martha Stewart at Costco.

The announcement that Martha Stewart was going to have a line of Kirkland/Martha Stewart Signature prepared foods raised some eyebrows but makes sense to us and to consumers who like her. Most have either forgiven or forgotten her legal (or illegal) programs, but they haven't forgotten her pizzazz and the fact that she certainly has a way of making food look appetizing. One of our shoppers pointed out that this is a much better fit than her products at Kmart because "Costco has a quality reputation and so does Martha." We agree and, in addition, think that co-branding makes more sense for store brands than it does for independently advertised brands.

* "Sure! I respect her taste and have found quality fine. Her cooking and recipes always look/sound delicious."

* "Sounds good. I do buy prepared foods both refrigerated and frozen. (Love other people's cooking!)

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The Shopper Report [c] 2007, is published 11 times a year by The Consumer Network, Inc., P.O. Box 42753, Philadelphia PA 19101. Phone(215)235-2400 FAX: (215) 235-6967. E-mail Mona@ConsumerNetwork.org