cookware Rediscovering the joy of cooking
Housewares editor Bryony Andrews speaks to Bryony Dyer, managing director of Dexam (excellent name, by the way), to get her take on what 2022 will bring for cookware...
they have everything they need to effectively sell the products online by providing imagery, copy and in some cases videos. Our Customer Services team is always on hand to answer any follow-up questions a retailer may have.
Non-stick cookware has raised concerns in recent years, accused of leaving trace deposits of chemicals and metals in food. How can retailers reassure customers of the safety of their cookware offering? We always ensure we have the right certification from factories, relevant test reports and only use reliable and established
What are consumers looking for in their cookware in 2022? What will be the top trends for the coming year?
We have found ourselves spending much more time at home due to the coronavirus outbreak and have discovered or rediscovered the joy of cooking and baking. In 2022, consumers are actively seeking cookware with properties that make it easier to use, offer multiple functionalities and versatility in the kitchen. Sustainability is still a key consideration and we are seeing a trend in consumers buying into products that will last.
Tell me about your cookware offering at Dexam - what sets you apart? Last year we launched two new wok innovations with our heavy duty and pre- seasoned woks. The extra thickness of our heavy duty woks make them even more suitable for dealing with the power of induction hobs and our pre-seasoned woks allow customers to get straight to cooking. We also sell Chasseur cookware - top quality enamelled cast iron at the best possible price. Manufactured in the Ardennes region of France, the Chasseur range is made by skilled craftsmen using time honoured techniques. Chasseur cookware is also environmentally friendly, as each product is made from over 40% recycled material. Moulds are broken down to be re-used and the state of the art foundry has impeccable filtration systems to reduce any potential pollution to the local environment.
What additional support do you offer retailers alongside your cookware ranges? We have various POS and display stands available for retailers across our Chasseur, School of Wok and Supreme cookware ranges. In addition, we work with retailers to ensure
March/April 2022 •
HousewaresLive.net
“In 2022, consumers are actively seeking cookware with properties that make it easier to use, offer multiple functionalities and versatility in the kitchen.”
factories for our non-stick cookware. There are a range of non-stick coatings on the market and retailers can choose to buy items that are made from a quality European coating such as Whitford, which is what we use in our Supreme range and all of our woks, or cheaper coatings that aren’t manufactured under such
stringent controls. We’d recommend doing your homework and asking before buying.
Dexam is known for great quality and design - what quality assurance measures do you take?
I am so incredibly proud of the products that Dexam offers and how the ranges have evolved and developed, especially in the last 5-6 years. Through a tried and tested sampling process, internal NPD committee and strong relationships with our factories, we are able to meet our high standards of quality and design. We believe it is essential to operate as an ethically and environmentally sound business. We therefore only partner with suppliers who can demonstrate compliance with the Dexam Code of Practice. This requires prospective and existing suppliers to evaluate their performance against the requirements of our code which assess the manufacture of products and the reduction of energy during production, use of recyclable packaging and reducing packaging waste and ensuring supply chains are free from modern slavery.
What is new for Dexam in cookware this year? Later this year, we will be launching a new cast iron wok to our School of Wok range. Seasoned twice for use immediately, it is ideal for curries, deep-frying and slow cooking. A real workhorse, it is fit for the oven, hob, induction or under the grill, and the cast iron construction retains heat for even cooking and browning. In addition, we will be re-launching our Supreme stainless steel cookware range at a lower price with a few new pieces. Our Supreme cookware is manufactured from 18/10 stainless steel with 0.7mm and we believe it is the best quality single walled stainless steel cookware on the market. It is durable, will not corrode and lasts a lifetime.
Keep your eyes peeled for new licensing partnerships and visit Dexam at Exclusively for a myriad of great new products!
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