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Joseph Joseph Launches Microwave Cookware Line

Branching out from the kitchen tools and gadget market, Joseph Joseph is launching into cookware with its new microwave cookware, dubbed M-Cuisine.

Made from plastic, M-Cuisine has seven products in the collection. The Stackable cooking set allows for entire meals to be cooked in it, the company said, and has a suggested retail price of $42. It has four interchangeable parts, including a steamer and a griddle, and is dishwasher safe. There is also a rice cooker, egg poacher, omelette bowl, pasta cooker, and rice and grain cooker, which range in suggested retail price from $30 to $12.

“M-Cuisine was created out of the need to bring innovation and functionality to the cookware space,” Don Turano, president, Joseph Joseph North America, told GOURMET INSIDER. “There is a demand in the marketplace for healthy eating and convenience, and we saw a need here.”

Turano explained that while doing research, the company found that 93% of American households have microwaves and they are used primarily for re-heating leftovers. He said that Joseph Joseph set out to help consumers cook healthier meals in a shorter amount of time.

Additionally, the company is introducing the cool touch bowl and dish, part of the M-Cuisine line, that were developed to combat hot containers coming directly out of the microwave. With a suggested retail price of $12 for either product, the cool touch bowl and dish have a double-walled construction that ensures the outside of the goods stay cool after being used in the microwave, the company said.

The line is currently available on the company’s website and will officially launch on Sept. 9. Joseph Joseph is planning to expand cool touch offerings in Spring 2016, Turano said.

“We see this as an opportunity to expand the market and to attract new customers to Joseph Joseph,” said Turano.

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