shownews Joe Wicksmakes housewares debut
media and cookbooks to a physical range of kitchenware, because I’ve really inspired a lot of people to cook. “And I’m a firm believer in investing in a
good pan and a good set of knives, because it just makes cooking more enjoyable and fun. It took me a long time to work that out, because I would always buy the cheapest of the cheapest… you know, a fiver for a pan - and it would last a week. It was all burnt and you couldn’t even fry an egg in it! So I thought: let’s continue the mission, which is to get people cooking.” Why did he choose to partner with Meyer
F
itness guru Joe Wicks has partnered with Meyer Group to create a kitchenware collection, which was
unveiled as a preview at the Spring Fair. Joe visited the Meyer Group stand on
Monday February 5, and then paid a visit to the Housewares LIVE stand in the afternoon, giving cookery demonstrations using the new products, followed by Q & A sessions with the audience. Joe is one of the UK’s most influential food
and health experts. The online nutrition coach is an Instagram superstar who has hosted his own TV series on Channel 4 entitled ‘The Body Coach’ and written several best-selling books specialising in cooking and fitness. Meyer Group said: ‘The assortment has been
specifically designed with Joe, using his extensive knowledge to develop all the tools needed to create healthy, quick and easy meals for his army of loyal followers.’ Branded ‘Joe Wicks’, the collection will launch
in August. It consists of three ranges of cookware (hard anodized, stainless steel and aluminium) with non-stick interiors, coloured silicone double-riveted handles and shatter- resistant glass lids. There is also a selection of non-stick
bakeware with wide handles, Japanese stainless steel knives with rubberised coloured handles, and an assortment of tools and gadgets. Other items are two sizes of parawood
chopping board with an attached ‘sorter’ tray to separate food and waste; plastic storage boxes; a portable food jar with a wide opening, retractable spoon and incorporated carrying handle; and a variety of hydration bottles. All the products carry a 90-day money back guarantee. Explaining why he decided to branch into
housewares, Joe says: “I thought it would be a good idea to extend my brand from social
March/April 2018 •
HousewaresLive.net •
twitter.com/Housewaresnews housewareslive.net | 29
Group? “I did some research and found out they are a world leader in cookware, so I knew they had the reputation and infrastructure to produce good quality products. It just felt the right fit. “So then it was case of me saying ‘this is my
idea and this is what I want to bring to the table’.” In terms of design, Joe wanted the products to “stand out and have a little bit of personality”. For example, the pans’ silicone handles are coloured orange and blue; “it’s fresh, young and vibrant - as opposed to just a standard handle.” One of his favourite pieces is the chopping
board with its attached ‘sorter’ tray. “It’s just a bit different and quirky – and really practical.” He highlights three other items: a pan that
includes a sauté and steamer (“it’s multipurpose – which is again, so practical”) and the hydration range, which includes a crystal glass water bottle (“people are getting
more eco-conscious now, so they’re using real glass”). Then there’s the storage boxes, “because I
talk about ‘prepping your meals like a boss”. This is a reference to Joe's ‘90 Day Plan’ - a diet and exercise plan designed to be followed for 90 days - in which he encourages people to prepare their meals in advance. “This is the first time I’ve used my name on a
brand of products,” Joe says, “and hopefully we will make it a real success”. According to Meyer Group marketing
director Carl Wright, the brand launch had a “fantastic reaction” at the Spring Fair. “Both his demonstrations created a buzz and attendance was high,” he says. “Joe appearing personally at the show added
further focus to the event and it was great for him to meet some of the retailers who will be stocking the new programme. They understood the rationale of the product assortment created, and the opportunity that a new brand in housewares gives them.” He adds: “Joe has a unique position in that he
isn’t a celebrity chef but has created a loyal following, and his message resonates with consumers on a number of levels. It’s exciting for us and our retail partners to be able to communicate with this segment through the product marketing initiatives planned.”
• Joe’s next book, ‘Joe’s 30 Minute Meals’ will be published in September, followed by ‘Veggie: Lean In 15’ in December.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
