tools and gadgets Safe, sustainable, stylish


Over the years, consumers have shifted their shopping behaviour to focus on kitchen products that provide innovation and creativity, with cost being a secondary consideration. Here, Viners and Kilner senior brand manager Jo Booth shares an update on how the two brands are putting the consumer first - and innovating to keep up with changing trends and demands.


“Kilner is a market leader in innovation, where the aim has always been to prioritise the use of glass over plastic, not only for its health benefits but for the environmental impact it has. It’s something we are passionate about and will continue to use in our product ranges,” said Jo. The launch of the Create and Make range pushed the boundaries of what can be achieved with glass jars. Products like the Nut Milk Maker Set and the Smoothie and Yoghurt Making Sets saw Kilner invite the customer to use their creativity


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orld-renowned cutlery brand Viners combines elements of innovation and creativity to give


consumers what they want and need in the home. With an eye on smart tools that make the job easier for the shopper, the brand’s new products provide safety, dual-functionality, space-saving and style.


Safety first


Viners arguably changed the game with its Assure Collection, launched back in 2020, which put safety at its forefront in response to knife crime statistics. The brand developed a square-pointed knife, designed to maximise safe use in and around the home while ensuring performance was not compromised. As part of this collection, Viners created a Duo Peeler & Paring Knife that allows the customer to peel, safely cut with the squared knifepoint, and neatly store away, as the knife slots into the bottom of the peeler.


Jo explained: “It is products like this that customers are attracted to. With the launch of our Assure Collection, this range has become a market leader for safe tools and gadgets in the kitchen.”


Making sustainable fun


Kitchen gadgets that fit in with people’s lifestyles and focus on sustainability have also proved popular with consumers. Kilner is a great example of a brand that is passionate about developing eco-friendly tools and gadgets, with an emphasis on helping the consumer move towards a healthier lifestyle.


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to create a healthier at-home option that helps to reduce both food, plastic and packaging waste.


More recently, Kilner has introduced a new tool for the eco-friendly consumer by developing bulk bags. These bags provide customers with the option to take them to refillable food dispenser stations, cutting out the need for any plastic packaging or plastic bags. Six labels are included to record the weight, and the tare weight is clearly stated on the front to ensure


accurate calculations for the price of the contents versus the weight of the bags.


Consumer-led design


Jo said: “For the retailer, we aim to focus on the criteria of the consumer’s desire, and then tailor the product to these needs. A big part of this criteria is good packaging and strong messaging to ensure we promote the narrative and its ethos correctly. As well as this, we turn to our own customers to gain feedback before launching new lines.”


Both Kilner and Viners have member clubs made up of their customers, who have guided new product developments for the two brands throughout the years. For example, the Kilner Bulk Bags received comments that highlighted problems that the Kilner team hadn’t thought of, such as making the bags machine washable and the importance of adding the tare weight information. The brand then implemented these amends before the product launched.


For Viners, the brand asks its customers for feedback through surveys. One of these surveys asked its club members what products they would like to see from the brand. Many responded, stating the need for safer tools and gadgets for the kitchen. These comments became the catalyst for the Viners Assure Collection.


“By gaining these crucial insights from our own customers, we can ensure we are meeting our own audience’s expectations and needs, as well as keeping up with sector trends to meet retailer demand,” Jo concluded.


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