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Ginsu Expands Into Small Electrics, Adds New Cutlery

Ginsu Brands, a Scott Fetzer Consumer Brands company, has expanded into small electrics with the Kiso Everyday Personal Blender. It also recently launched new cutlery, including the new Ginsu Sashimi knife and the Daku series of cutlery.

“These new offerings represent Ginsu’s revived effort to develop products based on our consumer’s feedback and our retailer’s needs. During our rebranding we sent out over 2,000 consumer surveys. We asked about new categories and found that we have strong permission to play in a number of them outside of cutlery,” said Randal Moss, director of marketing, Scott Fetzer Consumer Brands.

The new Kiso Everyday Blender is a 1,000-watt multi-function personal blender that the company said is easy to use and clean. It is designed to mix up smoothies in seconds, has smart speed settings and ice crushing capability.

The blender features a six-leaf stainless steel blade, and the blender cup is made of BPA-free food grade material. It also features a sip and seal lid to enable consumers to take blended drinks on the go.

Ginsu Brands has also added the new Ginsu Sashimi knife. The new knife is targeted to fulfill the needs of specialty and premium product retailers.  The stainless steel blade measures 9.5 inches and has a rosewood handle.

The company has also evolved its offerings with the new Daku series of knives that feature a midnight black coating on the blades. The knives are sold in a 5-piece configuration.

All of the new Ginsu products are scheduled to be at the Inspired Home Show in Chicago, and will start shipping later this year.

 



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