Celebrity chef Gordon Ramsay will be launching a new kitchen collection that will include cookware, dinnerware, cooking utensils and small kitchen appliances.
The range of cookware will be sold exclusively at US retailer Kmart, and will be available in the fall.
Known for being a demanding, hot-tempered, foul-mouthed TV personality as host of shows like Hell's Kitchen and MasterChef, Ramsay said in the announcement out this week that the collection is meant to help consumers transform their home cooking into a "fine-dining experience."
He also promises that the cooking line will be offered at an accessible price.
It's not the first time Ramsay has lent his name to a line of kitchen and dinnerware. He also teamed up with Royal Doulton to launch a line of glassware, plates and pots.
Ramsay joins a growing group of chef-entrepreneurs who have parlayed their fame into ventures like cookware, magazines and foodstuffs.
In addition to her daytime talk show, Rachael Ray also publishes a magazine in her name and a cooking range.
Jamie Oliver has also become a brand name with his line of cookware and gourmet food line that includes everything from pasta, meat, cheeses, sauces and herbs and spices.