by Vicki Matranga
Design Programs + Services
The 2014 International Home + Housewares Show will feature the winners of the 3rd annual IHA Innovation Awards. From thousands of new products on view at the Show, 13 products are named the Best in their categories. Products selected as winners can be entered by large companies or startups. The innovation and design is what matters!
We tracked down some of the 2013 Best in Category winners to learn how the award affected their products’ launch. Exhibitors reported that relationships with major retailers and valuable media coverage developed within the first months after the Show.
A New Concept for the Stovetop: Concept Plus Cookware Premiers Innovative Lid
Named Best in the Cook + Bakeware category, the Concept Plus cookware line, by Global Marketing/Woll Cookware USA, includes three shapes—stovetop pot, saucepan and casserole—each in several sizes and in induction and standard non-induction editions. Two side handles, oven-proof to 480°F, make the pots and casseroles easy to carry. Made in Germany with a unique aluminum casting technology, the pans are lined with an extremely durable diamond crystal non-stick coating fit for healthy and low-fat food preparation. The cookware’s most unique feature is the glass lid with silicone edging, which allows the lid to be used in three positions. The lid can: 1) sit on a pot in the usual fashion, 2) stand above the pot in a raised position that prevents boilovers and allows steam to escape, and 3) in a “parked” position that stands the lid up as it rests in the pot’s handle. The parked position allows for easy stirring and keeps the worktop clean. Multifunctional accessories such as collapsible silicone inserts—a basket that serves as a sieve and assists in steaming food and a silicone splatter guard—complete the line.
“We were very excited about winning the award,” recalled Alan Woll, Woll USA president. “The product, with its patented three-position lid coupled with multifunctional collapsible silicone inserts, is simple and unique. The award validated our work and gave us recognition and focus for a successful launch of the Concept Plus series.
“We used the actual award at the Show to stand out and connect with our retailers,” he added. “The award helps us be represented in the best way to the trade, as we use the logo in our marketing efforts and in trade advertising.”
What followed with retailers? “Concept Plus is now sold in finer gourmet specialty stores such as Cook’s Warehouse, Zabar’s, Broadway Panhandler, Rooster Brother, Soiree Kitchen to Table and In the Kitchen. The line is also featured with HTI.”
Design media attention also boosted the first year’s success.
“We were honored to be nominated for a Red Dot award and IF Design Award,” Woll added. “And in December the Concept Plus will be featured in a DIY Network “I Want That” episode. Check your local cable company listing or www.diynetwork.com/i-want-that/show/index.html to find the channel and time.
Learn more about Woll Cookware products at www. Wollcookwareusa.com and visit their Booth S4910 at the 2014 International Home + Housewares Show.
Be Recognized for Your Company’s Innovation
Look for the Innovation Awards guidelines and entry form in the Exhibitor Marketing Kit. http://www.housewares.org/marketing/newproductshowcase/
Winners receive a dramatic award trophy to display in their booths and the right to feature the IHA Innovation Awards logo on their packaging. But the greatest benefit is the attention from media and buyers at the Show. You have to enter to win!
Enter the 3rd Annual IHA Innovation Awards! Deadline – February 7.