Digital-first kitchen collection is sold nationwide, exclusively at Target.

License Global

January 8, 2024

2 Min Read
So Yummy by Bella for Target
So Yummy by Bella for TargetSo Yummy

Digital food content publisher, So Yummy, and consumer kitchenware brand, bella, have joined forces to launch a national collection of kitchen products for food hack enthusiasts looking for ways to conquer their busy schedules through a treasure trove of digital tips and tricks. 

So Yummy by bella doubles down on So Yummy’s mission to inspire people to thrive in the kitchen without devouring all of their time, energy and money, through simplified products and content that can help them do just that – at an accessible price point. Each item in the line is available exclusively at and in more than 1,500 Target stores. 

With over 63 million followers across all social platforms and 170 million monthly video views, So Yummy is where people seek ideas, tips, tricks and inspiration to make cooking more fun while saving time in an increasingly demanding world. Built in partnership with the kitchen electric experts at bella, So Yummy by bella gives everyone access to simplified kitchen appliances – exactly what consumers need to get their hack on. 

“The So Yummy team are kitchen hack masters who have inspired millions to be more creative in the kitchen,” says Shae Hong, founder, chief executive officer, Made By Gather, bella’s parent company. “And they know firsthand what kitchen appliances families want to bring their creations to life.” 

“At So Yummy, we’ve played with every air fryer on the market, and what you find is every size and variation imaginable – with more buttons and knobs than I can count,” says Sharon Rechter, co-founder, president, So Yummy. “We wanted to simplify it for you. One size and one button, but endless possibilities.” 

These new products come with access to over 100 recipes, like using the mini juicer to make Creamy Pink Limeade or the rice cooker to whip up carrot cake oatmeal. So Yummy by bella unlocks a massive potential for Target to connect the in-store and digital experiences through products unlike ever before.  

These first-to-launch products include: 

  • 2-quart Air Fryer – Available in red, navy and lavender 

  • 16-cup Rice Cooker – Available in lavender 

  • Portable To-Go Blender – Available in strawberry and kaleidoscopic spring patterns and lavender (online only) 

  • Mini Juicer – Available in red 

  • Twin Pack 2-quart Slow Cooker – Available in red and navy with matching strawberry or kaleidoscopic patterns 

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License Global

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