I would be kind of leery of something like that. It might work for the new to baking baker who just want to make stuff at home. Maybe. Wilton kind of has that covered though.
Ive ordered food stuff from Pampered Chef and Partylite has a food line from Two Sisters Gourmet that Ive ordered from before too. Ive not been really impressed (except with PCs vanilla extract, its pretty good) and the price is ridiculous. You can get better quality stuff online or shoot, Wal-Mart for much less.