I Tried Joanna Gaines’ New Frozen Baked Goods—Here’s What Surprised Me

Joanna Gaines first came into my home through Fixer Upper, making me dream of farmhouse sinks, antique lighting, and that perfect rustic-meets-modern touch. But over the years, she’s become just as much a fixture in the food world as she is in design. Between her best-selling cookbooks, multiple Waco restaurants, and her Magnolia brand, it’s safe to say food has become her next great love story.

Now, she’s bringing that same flavor to a grocery store near you. On October 5, Magnolia Table launched a line of frozen baked goods exclusively at Target stores nationwide—so even if you can’t make it to Waco, you can still bring a little silo magic home. Best of all? You’ll only need about 20 minutes.

Behind the Line

There’s something undeniably nostalgic about the smell of baked goods fresh from the oven—it’s one of those scents that instantly transports you. For me, banana bread brings back sunny after-school afternoons, while cinnamon rolls remind me of slow winter weekends, deciding what to watch next. Joanna clearly understands that feeling. Despite her packed schedule (though she swears she stops working at 5 p.m.), she still finds time to bake nearly every day—on or off camera.

“I will be baking these as much as anybody else,” she told me over coffee in the Magnolia test kitchen. When the team invited me to the Waco, I knew I had to say yes—and getting to see the kitchen and try everything myself made it even sweeter.

One thing that impressed me? Joanna’s commitment to making things from scratch.

And while it seems effortless on screen now (like in her new series Magnolia Table: At the Farm), it wasn’t always like that. She admits that baking and cooking are things she’s grown to love, and while they once felt like stressors, they’ve now become a source of calm in her day.

The mindset shift? "I don't have to do this—I get to do this," she said. "That hour in the kitchen after a long day is grounding for me.”

For her and her family, Saturday mornings are especially sacred. She makes a spread that usually consists of eggs, biscuits, and a sweet-and-savory spread butter to match. And of course, some coffee. Most recently, her son and a bunch of his college friends swung by.

That love for homemade baking inspired her newest venture: frozen baked goods that taste just like the real deal. One way that comes through is in the ingredients.

"If the cookie recipe calls for two cups of brown sugar, that's exactly what we used," Gaines said. "We wanted it to taste the same, whether you make it from scratch or pull it from the freezer."

And as someone who’s combed through her books and the ingredient labels, I can attest they match up.

So far, the lineup includes six baked goods inspired by some of Joanna’s personal favorites: classic biscuits, cinnamon rolls, banana bread, and three varieties of cookies. Like her Hearth & Hand collection, you’ll find them exclusively at Target for now, with hints that more might be on the way.

My Honest Review of Magnolia Table’s Frozen Baked Goods

Food52 got an early peek at the full lineup before launch. I spent a couple of days in Waco exploring the Silos (and yes, chatting with Joanna herself), then got to taste through the entire collection. Here’s what stood out.

Biscuits: The clear winner for me. I’ll admit I was skeptical—they’re smaller than you might expect—but I was instantly impressed by how buttery and moist they were. They baked up beautifully, golden on the outside and soft inside, and they easily beat any canned biscuit I’ve tried. If you want to really eat them “Jo’s way,” pair them with a strawberry butter and homemade gravy.

Cookies: The initial launch includes three of Gaines’ go-to recipes. All solid, though the sugar cookies take the visual prize. Joanna insisted we try her “dad’s way”—dipping the chocolate chip ones in whipped cream and coffee—and it was lovely. The cookies bake up with a nice puff and have that homemade texture that’s hard to fake.

Cinnamon Rolls: These are the only item that requires a bit of patience—you’ll need to let them rise for 45 minutes to an hour before baking for about 25 minutes—but they’re absolutely worth it. They come in a bakeable tray with icing included and rise beautifully in the oven. Plus, they actually look pretty enough to serve, which isn’t always the case with store-bought rolls.

Banana Bread: I’ll be honest, this one wasn’t my personal favorite (I’m not a huge banana bread person to begin with), but it was moist and better than most pre-made versions I’ve tried. It’s a great option when you don’t have the time or the overripe bananas to make your own. I feel like this is a great one to experiment with and bake a slice here and there.

And if you want to try one of Magnolia’s most iconic cookies at home, Joanna shared the original Silo Cookies recipe with us straight from Magnolia Table. It’s the perfect taste of Waco, no plane ticket required.

Why This Feels Different

After visiting the kitchen and hearing the story behind this line, I left thinking this could be the future of Magnolia, and a lot of other brands out there. The frozen aisle has quietly become one of the most exciting parts of the grocery store over the past few years; it's clear that people want shortcuts that don’t taste like shortcuts. From elevated boxed mixes to ready-to-bake cookies, the demand for convenience that still feels homemade is real. And they’re largely coming from restaurants.

Magnolia’s new line fits perfectly into that moment. They’re a step above your average mix, but not wildly priced. And while I might not bake them every week (I do, after all, work in a test kitchen), if I had a bigger household—or needed a quick, comforting dessert—I’d definitely reach for them.

Because sometimes the best part of baking isn’t the prep or the cleanup. It's the smell that fills your home or the people you get to bake or share with. Joanna clearly gets that—and now, she’s made it easier than ever to access that feeling.

Where to Find (and How to Shop)

You’ll only find the Magnolia Table frozen baked line exclusively at Target, in their frozen-food section and via Target’s online channels.

Most boxes are priced at $9.99, marked down from a “regular” $11.99 through the holiday season.

Here’s how you can get your hands on them:

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