IMPERIAL RELAUNCHES VIVAWARE BRAND AT EXCLUSIVELY HOUSEWARES

Imperial International is reintroducing the Vivaware cookware brand to the UK. Well-known in the UK up to the late 1990s, the Vivaware range was stocked by many of the leading housewares retailers and department stores and was generating in excess of £5m at its peak.

First launched at Exclusively Housewares in 1988, the Vivaware brand is owned by Spanish company San Ignacio, and Imperial is pioneering the return to the UK of its unique colourful cookware range.

San Ignacio is a specialist in the manufacture of enamelled steel cookware, using manufacturing techniques which the company has perfected over many years to give maximum strength and durability, as well as scratch and temperature resistance. When combined with a dual layer of Teflon non-stick coating, the technology provides the ultimate in non-stick, abrasion resistance and durability. Because of its slippery characteristics, the Teflon coating means that less cooking oil or fat has to be used, addressing the current market trends for healthy eating.

The use of enamelled steel in Vivaware cookware also enables use on the widest selection of heat sources, especially induction, where it is the best material to use.

Revived for the 21st century the brand is targeted at cookshops, department stores and lifestyle retailers. Imperial is initially making available to customers a range of pans in four colours - red, teal blue, orange and green, and in a variety of sizes with stainless steel handles.

“Vivaware has a strong heritage in the UK market, “says John Newcomb, commercial director at Imperial International. “We are delighted to be able to reintroduce this brand to UK retailers. Because of its quality, its stylish design and the suitability of the range for today’s cooking methods and healthy lifestyles, we are confident that Vivaware will once again win favour with the UK’s leading housewares retailers.”