Lifetime Brands is highlighting the durability, quality and PFAS-free credentials of its MasterClass bakeware range, as consumers increasingly prioritise long-lasting products and greater transparency around materials
Claire Budgen, Commercial & Marketing Director at Lifetime Brands, said the shift towards more considered purchasing decisions plays directly to the strengths of MasterClass, whose core bakeware range has been a longstanding fixture in retailers’ sales.
“Consumers want to buy better and buy once,” she said, adding that quality, durability and clear product credentials are increasingly important considerations for retailers.
MasterClass bakeware is manufactured from 1mm-thick material and features a scratch-resistant double non-stick coating. The range undergoes a sandblasting process designed to enhance the performance of its non-stick finish and is backed by a lifetime guarantee.
Lifetime Brands also emphasises that its MasterClass non-stick coatings are completely PFAS-free, a claim the company has communicated for many years.
We’ve trusted in MasterClass for nearly two decades and so have our customers, and the special ingredients that make the range successful haven’t changed
Claire Budgen, Commercial & Marketing Director at Lifetime Brands
The company continues to focus on quality, design and manufacturing to deliver bakeware designed for long-term use. Lifetime Brands believes this combination of durability, premium presentation and clear product credentials gives retailers a strong proposition in a competitive category.
Consumer demand for the range remains strong, with at least one piece of MasterClass bakeware sold every minute, according to the company.
