CHICAGO— Starfrit is expanding its The Rock non-stick technology beyond cookware and countertop electric appliances to a new collection of cutlery. The knives will debut here at the International Home + Housewares Show.
According to Starfrit, the knives will include the durable Rock.Tec surface treatment, which features a random rock-like hammering on the blades’ surface that creates peaks and hollows along the body of the blade. This texture is what Starfrit said provides non-stick long lasting performance.
“The concept of our The Rock technology is one that resonates with the consumer. We have The Rock user, someone that loves our cookware or our collection of countertop electric appliances. We wanted to apply this technology to something else that made sense. That is the beauty of building a brand, so much can fall under it,” said Juanita Coumbias, vp/Starfrit USA.
The Rock knives collection includes a santoku, paring, utility, carving, chef and bread knives. The line will initially be sold in 8-piece sets at warehouse clubs, with additional major retailers across the U.S. being implemented in the second half of 2017. It will also be available in open stock with a suggested retail price range of $6.99 to $14.99. The knives all come with protective sheaths.
The company explained that the knives’ high carbon stainless steel blades feature The Rock coating, which is a PFOA free, safe and durable non-stick coating.
The company utilized taper grinding lower than 40 degrees for large knives and 25 degrees for small knives to give the cutlery a sharp cutting edge that is said to allow the consumer to create perfect thin slices with ease.
The handle of each knife is molded onto the blade, and mixes two types of materials: PP and TPR. According to Starfrit, this mixing of multiple materials increases the surface friction between the handle and the hand, so the chances of slipping are further reduced.
“The knives have a good fit in your hand, they are well-balanced and non-slip. They are also affordably priced. Starfrit strives to provide the best possible quality at the best possible price. We use similar technology as the best German brands, yet we offer them at a price. That is where we want to be. This legacy has stayed with us from the start,” said Coumbias.
She also noted that Starfrit will soon roll out educational and promotional videos that will be found on the company’s website, and also available to customers, in order to help explain the cutlery and technology in a more visual way.
