Haven Global and BuzzFeed have rustled up a new range of cookware and kitchenware inspired by the foodie-favourite social media brand Tasty.
The range features 28 different products, spanning gadgets to non-stick pans, and launches into Big W stores in Australia this week.
“There is no better way for Tasty fans to prepare delicious recipes at home than with our bright and beautiful cookware range,” says Matt Drinkwater, Head of International at BuzzFeed. “We’re so proud to partner with Big W to bring the line to a broad audience of beginner and more experienced cooks alike. Together we’re making cooking more fun.”
Based around Tasty’s top-down recipe guides, the range aims to give followers all the tools they need to follow along at home. Two thirds of Tasty fans have attempted a recipe in their own kitchen, and will now be able to purchase officially licensed bakeware, aluminium cookware, emoji-shaped cookie cutters, and soft-grip utensils and accessories.
The range comes in bright colours, reflecting the upbeat style of Tasty videos and ensuring they are “insta-friendly”, says Mark Batson, CEO of Fackelmann Housewares Australia, which licensed and manufactured the line.
“The new range of millennial focused kitchenware products includes solutions for all stages of meal preparation from knives to bakeware to frying pans,” he adds.
Tom Punch, MD of Haven Global, which brokered the deal, says: “We are delighted we are to be working with BuzzFeed to bring the iconic Tasty brand to the Australian market. This launch reflects the huge shift in how millennials are consuming media along with the brand recognition that online content can offer for consumer products.
“There is so much potential for many more partnerships and categories to come – keep an eye out for this fabulous brand as we further expand into food aisles and more in the coming months.”
The growing Tasty portfolio includes additional brands Proper Tasty, Tasty Demais, Tasty Miam, Einfach Tasty, Tasty Japan, Bien Tasty, Tasty Vegetarian, Tasty Grill, and Tasty Jr.