CHICAGO— In an effort to reach the Hispanic consumer, Meyer Corp. is unveiling a new line under the Farberware brand, dubbed Buena Cocina, at the International Home + Housewares Show, here.
Expected to be distributed from mass to department store outlets, Buena Cocina will include a variety of cookware pieces that the company believes the Hispanic consumer is looking for, according to Jeffrey Kruskall, vp/business and e-commerce development, Meyer.
“We know that the consumer base is out there and we didn’t feel that any of our brands were directly speaking to them,” said Kruskall. “We took this opportunity to message them a little more directly.”
The line was developed after a considerable amount of research about the consumer base’s purchasing habits, said Kruskall, and it is based on generational recipes and sharing meals.
In the initial launch, the company will offer items in two non-stick colors, red and black, as well as in a stainless option.
The aluminum non-stick collection boasts an aluminum construction and a durable non-stick interior, the company said. Dishwasher safe and oven safe up to 500 degrees Fahrenheit, the line also comes with sturdy double riveted stainless steel handles. The Buena Cocina non-stick offerings also have a lifetime warranty.
The stainless steel collection of Buena Cocina products also comes with a lifetime warranty, the company said. Also oven safe up to 500 degrees Fahrenheit, the line is made with a durable aluminum construction and non-stick interiors. With the exception of the skillets, the pieces have a polished stainless steel exterior and a brushed stainless steel interior.
“The love of cooking is universal, but research has helped us understand the items that this consumer base purchases,” said Kruskall.
The company will support the launch with digital-focused initiatives as well as a social media strategy in order to ensure the sub-brand’s message is consistent to its consumer base.
According to Kruskall, the company will eventually add specialty pieces to the line during the second phase of the rollout.
