All-Clad, a subsidiary of Groupe SEB, is introducing a new bakeware assortment this fall. Aligned with Williams Sonoma for the collection’s debut, All-Clad’s new line of ovenware is an addition to d3, the brand’s classic stainless steel cookware collection.
“We have many consumers that know and love cooking with All-Clad and want the same high quality in pieces designed for oven use. Our mission is to inspire cooks throughout their cooking journeys, and for many, that involves developing and refining their baking skills,” said Philicia Frasson, All-Clad product manager.
Additionally, one major difference in the marketing for the line is that the brand decided to go with the term “ovenware” for the pieces, forgoing the categorization of bakeware. This, said Frasson, was a conscious decision as classic bakeware items no longer serve just the baking community, but have become vessels for one-pan dinners, egg cup breakfasts and other savory treats.
“We want to emphasize the versatility of the collection and that it’s ideal for preparing both savory and sweet favorites,” she said. Frasson noted that while this is a major launch for the company, All-Clad already has brand recognition among consumers for quality and durability. This, she feels, will help to make the bakeware line a success at retail.
“Passionate cooks are looking for tools to enable them to reach their potential and are open to investing in high quality pieces that will last a lifetime. It’s important that we highlight the quality and performance of All-Clad in a way that speaks to today’s cooks, understanding both the constants and changes in their approach to cooking, baking, and food preparation and equipping them with the tools they need to make it an enjoyable experience,” Frasson said.
She added, “Our research shows that 52% of purchasers in the roasting and baking category rank quality/performance as the most important factor when making a roasting or baking purchase, and quality and performance are at the core of All-Clad’s DNA.”
The stainless ovenware is developed with tri-ply bonding, providing users with durable, warp-resistant ovenware that is ideal for baking, broiling and roasting at high temperatures, the company said. The pieces are also metal utensil safe, oven and broiler safe up to 600 degrees Fahrenheit, and are also dishwasher safe, according to the company. The line features a jellyroll pan, as well as both baking pans and roasting pans in two different sizes. The line also contains a cooling rack. The cooling rack has a lattice design to prevent food from slipping through and is oven safe up to 445 degrees Fahrenheit.
Frasson said that the company wanted to launch with a line of basics and while they are developing some new and complementary pieces, All-Clad is looking to incorporate customer feedback and demand into any new rollouts moving forward.
“The collection currently includes roasting sheets and baking pans in a variety of sizes, as well as a versatile non-stick rack for baking and cooling. While we are exploring complementary pieces for roasting and baking needs, we are excited to see how consumers react to the initial launch assortment and to receive their feedback,” she said.
The company also debuted d3 compact cookware recently.