Housewares development and brand extension company Love Cooking Company has teamed up with the producers of ITV series ‘Hell’s Kitchen’.
The multi-year agreement will see Love Cooking Company develop, design, produce, and distribute a line of kitchenware carrying the ‘Hell’s Kitchen’ brand.
The product line will include cookware, cutlery, food prep, textiles, ceramic oven-to-table, gadgets, and accessories – all integrated together with a distinctive ‘Hell’s Kitchen’ logo and motif.
‘Hell’s Kitchen’ is a long-running reality cooking show, which first aired in 2005. It is fronted by celebrity chef Gordon Ramsay and follows a batch of aspiring chefs willing to brave his fierce command of the kitchen.
Love Cooking Company is known for several brand lines of housewares, including Mrs. Fields, Harry & David, Monster Bakeware, and Kreative Kitchen.
Scott Nicholson, president of Love Cooking Company, said: “As with our other brands, our ‘Hell’s Kitchen’ line will be developed from the ground up to encapsulate the look, feel, and vision of our brand partner.
“In the case of ‘Hell’s Kitchen’, these products will be for the cook who wants to put their heart and soul into their culinary creations and push their skills to a new level.
“Plus,” Scott added, “the ‘Hell’s Kitchen’ housewares collection will set itself apart from the competition through our ability to create massive consumer engagement after the purchase, via our brand partner’s extensive social media presence and star power.
“Unlike competing housewares brands – where the brand-to-end-user connection stops at the retail store’s door – the ‘Hell’s Kitchen’ home chef will have access to unique QR Codes and dedicated interactive websites that will keep them connected to a vibrant community of chefs, where they can share their own recipes and creative prep and cooking techniques. This after-market outreach will allow our customers to tap into the true ‘Hell’s Kitchen’ experience every time they use one of our products.”
‘Hell’s Kitchen’ is produced by ITV Studios for FOX Television with an audience of nearly 5.5-million viewers per episode.
This large viewership has spawned an active YouTube and social media community in the millions, with a key demographic of men and women aged from 35 to 49.
Love Cooking Company plans to support the brand with integrated display and merchandising tools including line-wide cohesive packaging, end-cap decoration.
A social media and advertising effort will feature user-interaction, recipes from ‘Hell’s Kitchen’ chefs, and instructional videos.
Consumers will begin to find ‘Hell’s Kitchen’ cookware and accessories in stores in the US and Canada during the first quarter of 2018.
The Love Cooking Company will be present at the International Home + Housewares Show in Chicago from March 18 to March 21 at booth S2103 – S2107.