Ginsu To Develop Kitchenware With Brand Partners Group

Ginsu has entered into a licensing agreement with Brand Partners Group to develop a line of kitchen gadgets under the Ginsu brand. The company said the products will be marketed under the Ginsu Kiso line of cutlery.

“This is a great opportunity for us to add kitchen gadgets to our existing product lines of kitchen knives and kitchen electrics,” said Jeremy Cantor, business unit manager, Scott Fetzer Consumer Brands, which owns Ginsu.

Surrounding the upcoming launch of its kitchenware, there will be a new social media campaign titled “GinsuCares.” The campaign will feature employees and others in its online community sharing recipes that feature Ginsu’s products.

“Of course, this is only the beginning,” said Randal Moss, marketing director, Scott Fetzer Consumer Brands. “There are numerous natural brand extensions for Ginsu and we look forward to expanding into kitchen electrics and accessories, publishing, home accessories, food and more.”