Starfrit Enters Small Electrics

Starfrit is entering the small electrics segment with the debut of a new assortment that features its The Rock non-stick coating.

To be introduced at the International Home + Housewares Show, the first phase of expanding the company’s unique cooking surface beyond cookware will include skillets, multi pots, a panini/grill press and a grill/griddle.

“Going into kitchen electrics with an assortment of coffeemakers, kettles and toasters would have just been clutter,” said Juanita Coumbias, vp/Starfrit USA. “Developing products within electric cooking was absolutely strategic and was a natural evolution for us.”

According to the company, The Rock by Starfrit features the patented Rock.TEC manufacturing process that strengthens and densifies the cooking surface, creating a permanent, rock-like finish. The permanent surface treatment allows for the use of high heat and multitasks from stovetop to oven to table, right through to the dishwasher, the company said.

In addition to The Rock offering added durability and non-stick properties to the cooking surfaces of the new kitchen electrics, Coumbias said the plates on all cooking surfaces are 25% thicker than most competitive products, which allows for proper heating and searing of meats.