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For More Information Tailor Made Products 262.560.2200 www.crispcooking.com www.curiouschef.com Dreamfarm 415.626.3333 www.dreamfarm.com Casabella 845.348.0012 www.casabella.com Silpat 609.395.0219 www.silpat.com Reduce 770.435.7979 www.reduceeveryday.com GENERAL NEWS 4 KITCHENWARE NEWS & HOUSEWARES REVIEW n FEBRUARY 2015 n www.kitchenwarenews.com categories in which they're shopping," Affatato said. Those categories in which Millennials are shopping in the market in which Magic Chef competes are back-to-school and small-space living. For those categories, MCA has manufactured Magic Chef microwave ovens, compact refrigerators and other small kitchen appliances since it began licensing the brand in 1996. MCA purchased the brand f rom Whirlpool in 2010, and since then, the company has been planning for the brand's future. This is the year that many of those plans will be coming to f ruition, Affatato said. Those plans center around catering to consumers who are shopping to equip smaller urban kitchens. "Our existing categories are geared toward small-space living, particularly with urban living," she said. "There is a possibility of redesigning large appliances, but the focus is more likely to be in terms of compact refrigeration and microwave ovens. Living spaces, particularly in cities, are getting smaller, which is related to affordability." Urban consumers are looking for equipment that will earn its place in their kitchens, which means that they want appliances that are simple to use and don't take too much space on tiny countertops. "They're looking more at simplicity. They're simplifying their life to conform to that smaller space," Affatato said. "You will see some brands taking the approach of multifunctionality, but we want to simplify everyday tasks rather than making them more complicated. It's all about making products that are simple and easy for consumers to use." Adding additional functions to an appliance that already solves a problem in the kitchen risks making it harder to learn how to use, and today's consumers are Magic Chef Brand Looks to Rejuvenate in 2015 (Cont. from Page 1) already time-stressed and simply don't want the f rustration, Affatato said. "People are looking for simpler ways of doing things. Multifunctional appliances can be too complicated and consumers don't have the time for this unnecessary 'learning curve,' they just want to get the tasks done in as short a time as possible. Additionally, people are on the go now more than ever. The microwave category is seeing a reinvigoration because it's the fastest way to cook something. It's also one of the healthiest ways to cook, a fact which many consumers are not aware of." Magic Chef is bolstering its new product introductions with a new website that includes a blog and social media efforts through Facebook, Twitter and Pinterest. In 2015, the company will also be launching an Instagram site. Much of the content there is tied to recipes, which are in turn tied to the company's products. "It's a means to continue the conversation with consumers who've already bought the products, further teaching how to use them and how to make great meals with them," Affatato said. "Everybody's on the go, from busy moms to those who are working who have only five to 10 minutes before they leave the house. We're looking to help these consumers prepare f resh foods quickly." The brand's rejuvenation and the accompanying marketing resources are resonating with retailers, according to Affatato, who said that one large retailer in particular has embedded some of the company's YouTube videos into its own site and has found that the videos are being viewed by 81 to 85 percent of the site's visitors who arrive at the product page featuring the Magic Chef appliances. Magic Chef will be exhibiting in the MC Appliances booth #11719 during the International Home + Housewares Show. vegetable end and really the healthy eating aspect of it. As you look at that trend, we just think it 's going to continue and grow," says Mike Marchewka, National Sales Director for Tailor Made Products. "More people are into watching what they eat, trying to eat healthier, and giving them tools that will allow them to do that easier we think is just a terrific sweet spot for us." Tailor Made Products anticipates that the Complete Avocado Tool, a gadget that splits, pits, and slices avocados, and the 4- in-1 Zester for citrus will be among Crisp products making a splash at the show as the tools have already garnered attention f rom bloggers after the line was launched at the International Food Bloggers Convention in Seattle this past fall. The seven-year warranty on all Crisp tools might also give people something to talk about. Crisp tools have a suggested retail price of $5.99-$19.99. Following along with the focus on healthy eating, Dreamfarm has created Savel, a food saver that bends to cover whatever shape of cut food is left and keep it f resh. Perfect for produce like apples, citrus, avocados, onions and tomatoes, Savel has a solid polypropylene food-safe base that bends in the middle with a silicone strap on top that stretches to secure food in place. Leftover f ruits and vegetables are kept f resh longer by covering the portion of the surface that has been cut, with the surface bending to accommodate wedges, halves, or food with a wedge cut out. Savel has a suggested retail price of $7.95. The Guac-Lock f rom Casabella also aims to keep foods f resh longer, this time with a focus on guacamole. Guac-Lock uses a push-up mechanism that squeezes out all of the air and lifts the guacamole to the top of the container in order to prevent browning or discoloration. The push-up feature creates a container that always looks full and it can be used for a variety of dips. A separate chip-dish serving accessory is also available to use with the Guac-Lock for entertaining. Guac-Lock has a suggested retail price of $19.99, chip-dish accessory and container for $29.99. "This simple yet exceptionally innovative product is truly like nothing else on the market," said Bruce Kaminstein, CEO of Casabella. "The initial response f rom our customers has been overwhelming, and we feel strongly that this will be a top seller in 2015." Silpat will showcase the new Perfect Line that includes specialty mats for cookies, pretzels, and sushi. The Silpat Perfect Sushi mat is designed to replace bamboo rolling mats for rolling sushi and is a great way to make healthy meals at home with ease. It has silicone on two sides for non-stick results and measures 9.5 by 9.5 inches. Silpat Perfect Sushi has a suggested retail price of $19.99. Playing on the sourced locally trend, Reduce has come out with a 64-ounce Vacuum Growler for craft beer. Created for filling with local beer, this eco-f riendly reusable container features Reduce's Fire + Ice™ double wall vacuum-insulated design that protects the beverage at just the right temperature for full flavor enjoyment. Although designed for cold craft beverages, the Reduce Growler can also be used for hot drinks such as coffee and tea, keeping beverages hot or cold for 12 to 24 hours. The airtight lid features a silicone seal that traps carbonation to keep beer f resher longer. A loop handle makes it easy to carry, even when full. The stainless steel body protects beer f rom UV rays and does not retain flavors or odors. The Reduce Growler is available in a matte black or stainless finish, with a suggested retail price of $49.99. Also f rom Tailor Made Products, Curious Chef will unveil new sets of cooking tools for children. Although the new introductions won't be unveiled until the show, Marchewka said that it will be more theme sets, which do well for the line. Past sets have included a Six-Piece Fruit and Veggie Prep Kit, a Pizza Kit, and a Cupcake Kit. Healthy Eating (Cont. from Page 1)

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