IMPERIAL LAUNCHES REPOSITIONED arc42 ERGONOMIC COOKWARE AND PREVIEWS NEW NON-STICK ALUMINIUM RANGE AT AUTUMN FAIR

arc42, the revolutionary ergonomic cookware range scientifically proven to offer optimum comfort and exceptional performance, has been repositioned specifically for the High Street and multiple retail market and will be re-launched at this years Autumn Fair at the NEC Birmingham.  The innovative range was developed in unique partnership between Imperial, the UK’s fastest growing home and kitchenwares supplier, and leading British TV chef, Michelin-starred restaurateur, celebrity and author, Gary Rhodes. 

Featuring patented innovative design at highly competitive prices, all products are available to order immediately from stock.  The new range has already secured a listing in the Argos Autumn / Winter catalogue, where it also features in the living aids section for customers with disabilities and conditions such as arthritis.

The arc42 range comprises a 3-piece set of 16, 18 and 20cm saucepans with lids (retailing at £49.99), a 24cm casserole with lid (£29.99) and a 24cm non-stick frying pan (£24.99). 

Also previewing at the Autumn Fair is arc42lite, a non-stick aluminium cookware range aimed at the High Street and major multiple retailers.  The range also comprises a 3-piece set, casserole and frying pan to retail at the same prices as the repositioned arc42 range.

arc42 is the result of over seven years’ research and development by Imperial’s in-house design team.  Its task was to radically challenge the conventional horizontal pan handle design which puts strain on the weak wrist muscles and makes handling unstable. arc42’s unique patented Power Grip System features an innovative angled grip which means the strong forearm muscles are used for lifting to enable superior balance, control and comfort.

The arc42 range features Imperial’s unique design-registered pouring system to enable comfortable handling and a kettle-pouring action.  This ensures colander-free straining, variable steam control and maximum safety as hot liquids are poured away from the body.  All arc42 products feature cool grip silicone handles for oven safety and outstanding durability. 

With high quality stainless steel and encapsulated aluminium base for even heat distribution, the arc42 range is suitable for use on all types of hob, including induction and comes complete with a life-time guarantee.  All products are dishwasher safe and glass lids are heat tempered for oven safety.

“The arc42 concept is already firmly established in the UK, North America and Japan and has also been launched in France and is prominently displayed in Carrefour, Paris, under the Axio brand,” says Imperial’s Commercial Director John Newcomb.  He continues:  “Repositioning the brand, lowering our retail prices and the introduction of non-stick aluminium to the range now gives us the opportunity to attract an even greater customer base and maximise sales potential through the high street multiples as well as the department stores. We have every confidence that Arc42 will have continued success in revolutionising the cookware market.”

ENDS