Ginsu Positions Home, Gourmet And Gift Collections

To reflect its rebranding efforts, Ginsu Brands has introduced three new product segments to its portfolio: Ginsu Home, Ginsu Gourmet and Ginsu Gift.

Each category targets a different consumer while presenting multiple lines and product choices suited for the everyday home cook, the aspirational gourmet cook, or those looking for personalized gifts for the kitchen.

All cutlery made by Ginsu Brands is now united under the Ginsu name. Knives formerly marketed under the Quikut name are now presented as Ginsu Element, one of five Ginsu Home lines along with Ginsu ComfortGrip, Ginsu SoftTouch, Ginsu Essential and Ginsu Koden.

The Ginsu Gourmet category features the Ginsu Chikara brand, which extends the company’s craftsmanship into higher-end territory. The Ginsu Gift category includes multi-purpose goods for gifts, bridal registry, corporate gifting, retailer exclusives, and keepsake mementos commemorating special events.

“We’re fully focused on partnering with retailers to offer practical, quality cutlery, with multiple options to meet consumer needs. With our new brand segmentation strategy, we have a unified message about the Ginsu brand that spans a full range of product from Ginsu Element to Ginsu Chikara and beyond,” said Sarah Thielemier, director of sales for Ginsu Brands.