kitchen knives and accessories Viners ‘Assure’ Quality with


Popular Collection After receiving the Excellence in Housewares award last year for their Viners Assure Knife Collection, Viners talks to Housewares on the growing popularity of their knife collection and how innovative design is gaining momentum in the industry.


T


he Viners Assure Knife Collection offers a unique square shaped blade, eliminating the tip of the knife to make


it safer to use without compromising on performance. As well as being stylish, the knives come with a 10 year guarantee and deliver the same functionality as a standard kitchen knife to tackle all cooking tasks. The new blade design also gives added peace of mind in the home, helping to reduce unnecessary accidents when preparing food and washing up with no sharp points to cause injury. Since the release of the collection in early 2020, we have received significant support from national and independent retailers stocking the knives in-store and online, along with consumers who encouraged our efforts to introduce a safe kitchen product for the home. Last December, the Viners Assure Collection received an award from the Excellence in Housewares 2020 Awards ceremony for the ’ Cutting Edge’ category, which reaffirms the Assure range as a leading innovative design. The media has also shown a big interest in the innovative design and this can be seen in the wide range of press coverage we have received over the last year ranging from TV interviews, social media posts to national and international publications. The Assure Collection has been featured on


several major national news channels including Sky News, BBC North West Today and ITV Granada Reports alongside radio interviews on BBC Radio 5, Talk Radio and BBC Radio Merseyside where we discussed the radical new design and the safety features at length. The knives have also gained coverage in national newspapers including The Daily Mirror, The Times, The Independent and The Guardian just to name a few. The Assure Collection has made an impact in international publications including coverage in Fox News USA, The New York Post, NBC Today and many more. The knives were also shared widely across social media with posts from all the top news channels such as MailOnline, The Independent online and even featured on LADBible, as well as many social media influencers promoting the knives to their followers, including TV personality finalist Vicky Pattison who has over 4 million followers.


Besides the consumer press coverage, the knives have also received public backing from


10 | housewareslive.net • HousewaresLive.net • twitter.com/Housewaresnews January/February 2021


key opinion leaders and government agencies. For example, Professor John Ashton, advisor to the Liverpool Police & Crime Commissioner on violence prevention, has welcomed the new initiative and has become a spokesperson for the collection as a major contribution to knife safety within the home and wider community. The Assure Collection was recently been chosen to be a part of independent testing titled “On a knife edge: A preliminary investigation of clothing damage using rounded-tip knives” that was carried out by Senior Lecturer in Forensic Science at De Montfort University, Leisa Nichols-Drew and has recently been published in the Science & Justice Journal. The Assure Knives were amongst a range of other safety knives and traditional pointed knives that were ‘stab tested’ to examine the damage on items of clothing from four different fabrics. The results conclusively showed that the Viners Assure Knife was the only knife to cause no damage to the clothing. Following the successful launch of the


Assure Collection, Viners has now expanded the range with the new Assure Knife Block that caters for all slicing and dicing needs and includes a Chef’s Knife, Carving Knife, Santoku Knife, Utility Knife and Paring Knife housed in a stylish soft touch block, with built-in fibre rods to ensure the knives remain safely upright wherever they are placed. As demand for the knives continues to


grow, we continue to invest in new product developments across a number of products with the same safety features that sit under the banner of the Assure Collection and we will be looking to launch a range of new products this Spring.


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