Emson is updating its core Gotham Steel non-stick cookware brand by reinforcing the line’s titanium-infused ceramic coating with diamonds.
The company launched Gotham Steel three years ago with its copper-colored “Ti-Cerama” coating. The brand has since been expanded to more than 40 SKUs of cookware, bakeware, accessories and small appliances, backed by some $45 million in direct-response and retailer-tagged media, according to Eddie Mishan, Emson’s president.
Mishan said the diamond reinforcement increases the durability of the Gotham Steel cookware coating already known for its long-lasting food release performance.
Emson plans to introduce consumers to the new coating with a new infomercial campaign featuring celebrity chef Daniel Green, who has endorsed the Gotham Steel brand since its debut.
The introduction of the diamond-infused ceramic coating also comes as Emson rolls out Gotham Steel Stainless non-stick cookware, now in limited retail distribution. Made from forged stainless steel with conductive aluminum and an induction base, Gotham Steel Stainless is offered in several frypan and pot sizes, as well as sets.