Exclusively exhibitor Samuel Groves is working with MasterChef semi-finalist Greg Emerson for the launch of Britannia – the new cast iron cookware range. Greg has been developing bespoke recipes and has been part of the launch photo shoot for the cookware. The pre-seasoned pans are made in the Midlands from 70% recycled waste, with 100% sustainable packaging.
Greg was chosen by Samuel Groves for his culinary expertise, and his particular passion for bbq food as Britannia is suitable for bbqs as well as hob and oven cooking.
“These pans are like captain Scarlet: indestructible,” Greg enthuses. “Once these pans are hot, it’s like having a plancha over fire or gas. You need these pans in your kitchen if you’re serious about cooking.”
Lee McDonagh, Samuel Groves md comments on the collaboration with Greg: “We are delighted with the results; Greg has showed a true understanding of the range and its particular attributes. He has developed recipes fit for a MasterChef kitchen while being achievable for everyday cooks. We can’t wait to share them with our audience.”
Lee reflects on the launch of Britannia, now on show at Exclusively (today and tomorrow, August 24-25). “We’ve been bowled over the with success following our soft online launch. We can’t wait to show the range to a wider audience at Exclusively and gather retail feedback and insights in to where to take the range next. We have plenty of concept products to discuss with all those that are interested. The fact the range is made in England, and is supported by a lifetime guarantee is appealing, and our Pan for life scheme is definitely a winner with our customers.”
