IMPERIAL STRENGTHENS READY STEADY COOK BRAND FOR SPRING FAIR

Imperial, one of the UK’s fastest-growing home and kitchenware suppliers, is strengthening its successful Ready Steady Cook Brand with key introductions into the Classic sub-brand.

Classic is positioned as the entry level range in Ready Steady Cook’s brand offering, which also includes the mid-priced Bistro range. This year’s additions will enhance consumer choice with a credible new selection in both stainless steel and non-stick aluminium kitchen pans. New Classic branding across the range will communicate product benefits to the consumer and also enable retailers to improve the impact of the cookware fixture at the point of sale.

The new Classic-branded stainless steel products comprise: a 14cm non-stick milk pan; 16, 18 and 20cm saucepans with lid; 24cm fry pan; and 24cm casserole. These additions bring the total number of SKUs in the Classic stainless steel range to 11.

The new products in non-stick aluminium are: a 16cm milk pan; 16, 18 and 20cm saucepan with lid; 20, 24 and 28cm fry pan; 24 cm casserole; 26cm sauté pan; and 20 and 28cm stir fry pans. With these new additions there are now 13 SKUs in the Classic non-stick aluminium range, while Ready Steady Cook overall now comprises over 75 SKUs and is the UK’s fastest-growing cookware brand. Including bakeware, textiles and accessories in addition to cookware, it is now one of the most comprehensive kitchenware ranges available in the UK.

Additionally the Classic sub-brand includes bakeware in the shape of a carbon steel four piece set, made in the UK.

“Ready Steady Cook remains one of the strongest cookware brands on the market,” says John Newcomb, commercial director at Imperial. “Our new additions under the Classic sub-brand strengthen Ready Steady Cook overall, enabling us to offer a highly attractive and competitive product line-up at a range of price points.”