Are Martha Stewart and Gwyneth Paltrow feuding? Martha trolls Goop founder in new article

Martha Stewart continued her campaign to keep aspiring domestic goddess Gwyneth Paltrow in her place this month by trolling the Goop founder in the new edition of Martha Stewart Living: A story titled “Conscious Coupling” is all about “the perfect marriage of crust and filling.”

Of course, “Conscious Coupling” is a not-so-subtle reference to the oft-mocked term Gwyneth popularized when announcing her separation from Chris Martin last spring. And, although the story about pie isn’t particularly aggressive, it definitely isn’t as sweet as the actual recipes. (Poor Gwyneth seems to have food-related disses coming from all directions these days!)

Martha and Gwyneth’s ongoing war of words is all about their semi-competitive lifestyle brands. Even though Martha is the reigning queen of all things domestic and really shouldn’t feel too threatened by Gwyneth (or Blake Lively) at this point, she seemed to take an unnecessarily low blow at Gwyneth last month by saying she “just needs to be quiet.”

“She’s a movie star. If she were confident in her acting, she wouldn’t be trying to be Martha Stewart,” she told Net-a-Porter this summer.

Gwyneth responded last week by joking to Real Simple that she was “shocked and devastated” because no one has ever spoken ill of her before. She added, “If I’m really honest, I’m so psyched that she sees [Goop] as competition. I really am.”

Now that Martha’s kicked off the next round, it’s a good time to grab a piece of pie and take a seat… This little feud is getting interesting.