Meyer U.S. is teaming up with Ayesha Curry, the New York Times' best-selling cookbook author and Food Network host, to introduce the Ayesha Curry lifestyle brand. Launching this fall at retail nationwide, Meyer’s newest brand in its Celebrity division will feature a full line-up of products in cookware, bakeware, stoneware, cast iron, kitchen tools and gadgets, and warm beverage items.
“At Meyer, we’re very deliberate about the brands and collections we bring to market, and each one has its own distinct personality and place in the market,” said Darrin Johnston, managing director of Meyer U.S. in Vallejo, Calif. “The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend. We believe there is an opportunity to better serve this new and growing consumer across many housewares categories with a design and personality that is uniquely Ayesha.”
The Ayesha Curry brand is the latest in Meyer Celebrity division that includes Rachael Ray, Paula Deen and Cake Boss brands.
“Authenticity“ is of paramount importance to both Curry and the target consumer, all product categories reflect Ayesha’s own perspective on design, cooking, entertaining, and family life. In the spirit of true collaboration, Curry has been actively involved in all stages of product development with Meyer’s team.
“It’s extremely important to me to be involved in all the details, from choosing Pantone colors, finishes, and design features, to selecting the shape of my cookware handles,” she said. “I hope that my line inspires people to get in the kitchen, roll up their sleeves, and enjoy the whole experience of preparing and sharing meals with their family and friends. My goal is to make cooking effortless, chic, and most importantly, fun.”
Curry is known for her popular blog and YouTube channel Little Lights of Mine, which focuses on healthy living through food, faith and her breezy approach to tasting all that life has to offer. Her channel, which has garnered viewership in the millions, led Curry to penning her recently published and highly acclaimed cookbook, The Seasoned Life – Food, Family, Faith and the Joy of Eating Well – and the launch of her own successful show on Food Network which will air its second series this spring.
Curry will be at Meyer’s booth during the 2017 International Home and Housewares Show in Chicago, where she will meet with retailers and offer signed copies of her cookbook. Additionally, Curry is scheduled to appear for a cooking demonstration at the show’s Cooking Theater on Sunday, March 19, 3:00 p.m.