Poundland has made the unexpected step into the world of celebrity endorsements. It is teaming up with Jane Asher to launch a range of exclusive bakeware in the spring. Asher has written a number of baking cook books, and has a successful party cakes business, where her creations can cost hundreds of pounds.
So why has she made the leap to the budget end, and why did Poundland choose her?
In announcing the celebrity endorsement, Jim McCarthy, chief executive of Poundland, was quick to point out that it was the first discount retailer to launch a celebrity range. It has been a successful move for the rest of the high street, so with the right celebrity at the right price, it was a no-brainer for the business.
Asher is a great name for Poundland. She started out as a child actress, so has been in the public eye for more than 50 years.
Now she is increasingly known for her baking. She started by baking cakes for her children's birthday parties, and friends kept asking her where she bought them, or how she made them. She answered their questions with her first baking book in 1982, Jane Asher Party Cakes - the first of many baking titles. She then opened her party cakes shop in Chelsea, which has expanded online.
She is an established name in this market, with more than 30 years under her belt. In a business where the most respected spokespeople are those with a long heritage, and Mary Berry is a standard bearer, Asher makes perfect sense for Poundland.
Her reasons for joining the shop initially look more puzzling. Her Chelsea shop is distinctly high end, so the tie up with Poundland may not seem like a natural choice. However, Asher is no stranger to working with retailers. She has worked as a consultant for Sainsbury's when they developed their own novelty cake section, and as a spokeswoman for McVitie's for years.
She has also launched her own ranges before. She developed a range of cookware for Debenhams and Matalan, she has her own Jane Asher range, and sells cookery kits under the Kitchencraft Sweetly Does It range.
Her own branded kits are aimed at the mid-market, with a pie kit and a pastries kit both priced at £25. However, she is no stranger to the cheaper end of the market. The Matalan range was decidedly affordable, although it is no longer on sale.
In announcing the new range she explained her reasoning. She said that baking was not only a great source of pleasure, but also that it was an economical way of making breads, cakes and pies.
She said: "of course the cost of all the equipment can be an issue for some. In my new Poundland range this will no longer be a problem as all the baking essentials are covered and offer amazing value for money. The range is very pretty, and comes in four pastel colours which can be mixed and matched. I've also included six quick, easy and delicious cake mixes."
10 of the weirdest celebrity products
Celebrity baking guru joins up with Poundland
When it comes to bizarre celebrity products, they don't come much weirder than the Bill Wyman Signature Metal Detector, designed and marketed by the former Rolling Stones bass guitarist.
Apparently, Wyman, who is now in his mid-70s, loves archaeology and has used his own metal detector to find relics in the English countryside dating back to the Roman Empire.
Fans of US president Barack Obama can show their appreciation for the politician by buying a Barack Obama Chia - shaped like the president's head - and growing grass out of the top of it.
And for those who prefer a more historical theme to their garden ornaments, Chias shaped like the heads of George Washington and Abraham Lincoln are also available.
Action star Sylvester Stallone put out a protein-infused pudding designed to appeal to fans keen to build muscles like the big man's.
Unfortunately for them, however, the pudding has now been taken off the market.
Heiress Paris Hilton endorses numerous products, ranging from outfits for your dog to hair extensions.
But the most random Paris Hilton product on the market has to be her line of craft supplies, the Creativity Collection, which features items such as stickers and transfers.
Rapper Snoop Dogg's latest business venture is a "smokeable" lyric book.
"Rolling Words: A Smokable Songbook" contains the words to some of Snoop's biggest hits, including "Ain't Nothing But A G'Thang" and "Gin and Juice" - all on cigarette rolling papers.
Hollywood film director David Lynch loves coffee so, of course, he decided to make his own.
Embarrassingly, the tagline on the David Lynch Signature Cup is "It's all in the beans ... and I'm just full of beans."
Former boxer George Foreman's grill is undoubtedly the most successful, random celebrity product of recent years.
The "machine", which claims to reduce the fat content of your meal by 42%, has earned Foreman more than $200 million over the last decade or so.
Supermodel Heidi Klum has her own line of low-fat sweets, which includes Heidi's Yogurt Dessert Cremes and Heidi's Yogurt Fruit Cremes.
Apparently, the design of the sweets is influenced by icons that Klum uses in her text messages to friends. Strange.
Actor Danny DeVito is such a big fan of Italian liquer Limoncello, he decided to launch one of his own.
Called Danny DeVito's Premium Limoncello, the diminutive star claims that it's "like pouring yourself a glass of liquid sunshine straight from Italy's Sorrentine Peninsula".
Steven Seagal made his name leaping around in action films that allowed him to show off his martial arts prowess. But he is also behind an energy drink called Lightning Bolt.
Advertised as being "packed with vitamins and exotic botanicals", it sounds like just the tipple if you are planning to take on 10 armed men with your bare hands.