Magnolia Table Debuts Frozen Baked Goods Line, Supported by Springdale Ventures Investment

Magnolia Table is stepping beyond its restaurant roots and into the world of packaged food with a frozen baked goods collection exclusively available at Target and the takeaway window of Magnolia Table in Waco, Texas.

The 6-SKU lineup, inspired by longtime Magnolia Table guest favorites, includes Jo’s Buttermilk Biscuits, Classic Cinnamon Rolls, After School Banana Bread, Chocolate Chip Cookies, Silo Cookies and Classic Sugar Cookies. The new offerings – crafted with familiar ingredients like eggs, butter, brown sugar and vanilla – have a SRP of $11.99 each.

“Magnolia Table has been a source of recipes, meals and food inspiration for almost a decade, and I have loved watching all the ways our table has become connected to yours,” said founder Joanna Gaines in a statement. “This line of baked goods came from a place of wanting to help make it easier to gather around the table with your people. It’s simple, real and quality ingredients and the confidence that comes with serving something everyone will love.”

Founded by Gaines alongside her husband, Chip, in 2018, Magnolia Table comprises the brand’s aforementioned Texas restaurant, a series of cookbooks, a cooking show and, now, the frozen baked goods collection. The commercial packaged food line builds on the Gaines’ existing relationship with Target, first established through the Hearth & Hand with Magnolia home decor brand.

The new launch is being supported by an investment from Springdale Ventures’ Fund II, marking the venture capital firm’s first retail frozen food brand. The firm – which focuses on disruptor brands across the spectrum of food and beverage categories – has also backed Khloud Protein Popcorn, Oddball and Kooshy, among others.

“Chip and Jo have such an authentic presence and have built an authentic following, and that’s the foundation for what they’re building with Magnolia Table. Additionally, they have a deeply established retail partnership to launch with. It’s an authentic brand with passionate founders, a loyal following and great products,” Genevieve Gilbreath, co-founder and general partner of Springdale Ventures, told Nosh.

She continued, “We haven’t seen a lot of transactions in the frozen space over the last few years, but I think it’s coming. When you have something in the frozen aisle, it often doesn’t have to have all the additives that [shelf-stable products do]. People are looking for cleaner ingredients, authenticity and convenience.”

The Magnolia Table frozen baked goods launch comes as part of Target’s broader efforts to diversify and expand its grocery business as behemoths like Walmart, Kroger and Amazon continue to dominate the market. Last year, the Minneapolis-based retail chain was the ninth-largest overall grocer in the U.S., holding a 2.5% market share, according to global data company Numerator.

Over the past few years, Target has transitioned from relying on DSD by third-party wholesalers to an in-house supply chain for its refrigerated and fresh food items. In April, the company acquired a 96-acre distribution center in Thornton, Colo., featuring a 529,000-square-foot freezer and cooler distribution warehouse, as reported by the Denver Business Journal.

“We win through incredible product and setting an amplifying trend across all the businesses. That’s true in a category like food and beverage, with our ability to bring newness with our national brand partners,” said Michael Fiddelke, COO and EVP of Target, during the retail chain’s second quarter 2025 earnings call.