BuzzFeed’s Tasty brand launches kitchen and cookware ranges through Haven Global deal

Haven Global has detailed the launch of a new range of cookware and kitchenware inspired by and themed around BuzzFeed’s own popular food brand, Tasty into Big W stores from today.

The line of kitchen products aims to bring the fun, ease and accessibility of Tasty’s signature recipe videos to consumers across Australia. The Tasty-branded cookware line includes 28 products ranging from non-stick cookware and bakeware to kitchen gadgets and accessories.

Matt Drinkwater, head of international at BuzzFeed said: “There is no better way for Tasty fans to prepare delicious recipes at home than with our bright and beautiful cookware range. We’re so proud to partner with Big W to bring the line to a broad audience of beginner and more experienced cooks alike. Together we’re making cooking more fun.”

The Tasty cookware line features bright colours and includes the tools necessary to prepare Tasty’s portfolio of recipes. The line features non-stick forged aluminium cookware, non-stick metal bakeware with silicone handle inserts, emoji cookie cutters, silicone head utensils and soft grip gadgets.

BuzzFeed research shows that two out of three Tasty fans have made a Tasty recipe, using its bank of videos as guidance. The kitchen line is the same range as is used in Tasty’s library of videos and was designed and developed with the Tasty fan in mind.

Tom Punch, managing director of Haven Global, who facilitated the deal, added: “We are delighted we are to be working with BuzzFeed to bring the iconic Tasty brand to the Australian market. This launch reflects the huge shift in how millennials are consuming media along with the brand recognition that online content can offer for consumer products.

“There is so much potential for many more partnerships and categories to come – keep an eye out for this fabulous brand as we further expand into food aisles and more in the coming months.”

The Tasty line of kitchen products is licensed and manufactured by Fackelmann.

CEO of Fackelmann Housewares Australia, Mark Batson, said: “We are thrilled to be the product partner for the launch of Tasty into the Australian market. The new range of millennial focused kitchenware products includes solutions for all stages of meal preparation from knives to bakeware to frying pans.

“All, of course, have been designed to be insta-friendly with bold colours across the range and perfect for recreating the Tasty recipes we see online.”

Tasty reaches over 325 million people globally and can be viewed across social platforms including Facebook, YouTube and TikTok; through Tasty.co and the Tasty app.

The growing Tasty portfolio includes additional brands Proper Tasty, Tasty Demais, Tasty Miam, Einfach Tasty, Tasty Japan, Bien Tasty, Tasty Vegetarian, Tasty Grill, and Tasty Jr.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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