RRRRRRRachael RRRRRRay's New Pitch

Rachael Ray has started making dog food.

If you're one of many food snobs who objects feverishly to Ray's brash and democratic cooking style, you might be thinking, "hasn't she always?"

Now, now. The cooking-show-host-turned-lifestyle-brand is launching an actual line of dog food called "Rachael Ray Nutrish."

For those of you who are not disciples of Ms. Ray, the name plays on her signature proclivity for shortening words. Extra virgin olive oil is "EVOO," "delicious becomes "delish," and "Nutritious" is "nutrish."

In addition to a "no fillers, no junk" kibble, the pet food launch will also includes treats named after Rachael's "best friend" (we're simply quoting here), her dog Isaboo. They are called - ladies and gentleman, please fasten your sarcasm hats - Isaboo Booscotti (bacon or peanut butter flavors) and Isaboo Grill Bites (beefy burger and bacony burger flavors).

In the project's defense, the new line of pet products it is charity driven; Ray's proceeds from sales will go to Rachael's Rescue, which she founded to help at-risk animals.

But at long last, is there nowhere the Rachel Ray brand will not go?

So far the cooking show diva, who was launched to fame by her Food Network show '30 Minute Meals,' has spawned a magazine, cookbooks, a second cooking show, kitchen knives, cookware, and even decorative house wares a la Martha Stewart.

Yet throughout those categories Ray's brand stands as the "anti-Martha," advocating a no-muss-no-fuss, informal attitude towards homemaking and an aversion to yuppie excess.

Ironically, we can't think of anything more yuppie than celebrity branded dog food.

Liz Gunnison