Eva Longoria Serves Up 'Stove-to-Table' Cookware Line

When 2019 Beacon Award winner Eva Longoria launches a new venture, it’s usually serious business. And yet, when the actor, producer, director, cookbook author, activist, philanthropist and entrepreneur debuted her new cookware line, she chose a moniker evocative of the joy she hopes it will bring through the meals it helps create. Risa, which is the Spanish word for “laughter,” is Longoria’s new line of nonstick, nontoxic, “stove-to-table” pots, pans and accessories created in collaboration with Heyday, an ecommerce incubator platform and Amazon marketplace accelerator. The line is Heyday’s first celebrity-led brand partnership and is available for preorder before launching on Amazon on Nov. 1. While there is no shortage of household names launching household products these days, Longoria is a seasoned veteran in the culinary and home entertaining space whose lamb chops are just as revered as her acting chops. Her cookbook, Eva’s Kitchen: Cooking With Love for Family and Friends, is a New York Times bestseller. She is also co-founder of Casa del Sol tequila and has a home collection with JCPenney. She is also one of the few celebrities of Latin heritage in the space—a surprising fact given how ingrained food and the community it fosters is in Hispanic culture. “Kitchens are the natural gathering place in a home, and at Risa we want to celebrate those genuine moments you share with family and friends,” Longoria said in a statement. “With our stove-to-table cookware line, we celebrate moments of togetherness in the kitchen through our accessible design to make cooking easy.” Risa is the first celebrity brand partnership for Heyday. The cookware comes in three colors and retails at $125 for an individual pot or pan, or $225 for a set of both items, along with two potholders. Additional accessories include a stackable steamer and spatter screen ($30) and a heat-resistant rubberwood serving stand ($25). “Risa came from identifying a white space in the market for nontoxic and nonstick cookware,” said Sebastian Rymarz, CEO of Heyday. “Heyday is responsible for the product development, but Eva has been an integral part of the creation of Risa, bringing her talent and vision to the table as a co-founder.” The new collection will be available Nov. 1. Longoria will be promoting the line through her personal social channels, including Instagram and TikTok, as well as through Risa’s Instagram and other social and digital channels. The company will also partner with influencers and affiliates through the Impact automation platform. Amazon will begin promoting the line Nov. 1. Although Heyday predominantly markets and sells products through Amazon, Rymarz sees potential for Risa’s expansion, adding that they are "actively pursuing additional retail opportunities." Rymarz described Heyday as “a launchpad for consumer brands” on Amazon. “Amazon offers the fastest speed to market, helping brands to ensure product market fit in the world’s largest online retailer before going omnichannel,” he added. “With unparalleled insights into demand planning, product discovery, pricing, ads and more, Heyday is informed by Amazon data and unlocks scale through automation.” California Pizza Kitchen Is Boycotting Pizza