FOOD PREPARATION
A kitchen must-have from Microplane
International marketing manager, Ines Byham highlights Microplane’s mission to revolutionize grating.
Give us an insight into Microplane’s background. Microplane is a premier global kitchen products brand, renowned for engineering exceptionally sharp and effective culinary tools. First created in 1990 as a new form of woodworking tool, the first Microplane did not find its way into the kitchen until 1994. Since then, Microplane
graters, slicers and tools have found enthusiastic support from professional chefs & home cooks and have earned a permanent place in leading restaurants and domestic kitchens around the world. Microplane is the original manufacturer of photo-etched cutting tools and continues to apply decades of expertise to the chemical process used to create ultra-sharp cutting edges.
Tell us about your range of food preparation products. In total, the Microplane product line includes over 50 different items. It all started with our iconic zester grater. The original zester grater had no handle but has evolved with the addition of a soft-touch handle which comes in different colours and trendy prints. With 12 blade styles to choose from, consumers can choose from very fine to extra coarse to satisfy every cooking requirement. The Premium Classic, Master, Black Sheep, and Professional series differ in the design of the handle/ frame and materials to meet various needs and tastes. We also have a complimentary Specialty Series which includes everything from slicers, mills and professional kitchen tools like peelers, pizza cutters etc.
What are consumers looking for in their food preparation products? How have you catered to this with your portfolio? They look for products that really work and make cooking easy and fun. The Microplane graters are distinctly different from others due to the unique photo-etching process. With over 50 years’ experience, we have perfected this process and created ultra-sharp cutting edges to deliver a superior performance. With no pressure, the food slides off quickly and easily from the blade without tearing, shredding or blocking to produce perfect results every time. What most consumers love about our graters is the ease of grating even the toughest foods. In addition, we put a focus on
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ergonomics and style when designing a new product so not only do the products work, but they look beautiful and feel great in the hands while working with it.
What is the Microplane brand identity/ethos? How does your portfolio reflect this? Microplane is the pioneer of photo-etched graters. We have managed to not only revolutionize grating, but to also make grating a category in its own right in the housewares industry. Microplane has over 50 years of experience in photo-etching and continues to develop this technology. We are not only the original, but also the grater specialist par excellence. We focus on the sharpness and functionality of our products without compromising on quality. We try to incorporate our signature blades, our core competence, in as many products as we can. Our retail partners and professional chefs recognise us as the grater specialist.
How have you differentiated your products? Among the manufacturers of photo-etched blades, Microplane takes the leading role. The fact is that Microplane is the only grater specialist on the market. There is no other brand that can show the competence in the field of kitchen graters through comparable variety and quality of blade designs and models.
Who is your target consumer? The premium classic zester is a nice entry level product that young people can afford too. It is a good price for a good quality product and they get an all-arounder for fine grating results. The colours, of course, attract the younger crowd too. The Master and Black Sheep series are more established, more elegant, and more expensive so those products would attract the more mature crowd. That being said, every hobby and professional chef, as well as any foodie at every age who enjoys cooking with quality products is our target group.
What are your current bestsellers? Used and loved by professional chefs, TV cookery show presenters and passionate home cooks around the world, our iconic, long-lasting, rasplike Premium Classic Zester, created over 25 years ago, is still our best-seller. However, our Master Series with the elegant walnut handle and our latest Black Sheep series, as well as some of our tools like the Spice Mill and V-Blade Slicer are generating high interest and demand.
The Microplane Black Sheep Series is particularly popular among consumers, why is this? Tell us about the growing trend in matte black kitchen products. Microplane BLACK SHEEP Series with a matt black stainless-steel handle, frame and blade is an eye-catching, elegant showstopper.
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