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Food e-commerce wars heat up as Twisted unveils kitchenware line in time for Christmas

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By John McCarthy | Media editor

November 19, 2019 | 3 min read

Twisted, Jungle Creation's food vertical, has released a line of kitchenware it will sell to millions of viewers in the run-up to Christmas and beyond.

The social food brand, a close competitor of BuzzFeed's Tasty (which recently launched a 100% customisable cookbook) has bolstered its e-commerce offering with the release of cookware it says will "add a burst of colour to your kitchen".

A Jazzy Grip Wooden Spoon (£8.99), Not Another Tea Towel (£6.99), Twisted Mitts Oven Gloves (£9.99) and Get to the Chopper Chopping Board (£14.99) will all feature in upcoming Twisted videos, a product placement scheme it's already enjoyed success from in its video formats.

Twisted

Food e-commerce wars heat up as Twisted unveils kitchenware line in time for Christmas

Co-heads of Twisted, Tom Jackson and Harry Bamber, commented: “From the word go we have been determined to remind the world that food should be outrageous fun. The Twisted Store and our collection of awesome, colourful cookware is no exception - we’re here to refresh, invigorate and encourage a change in everyone’s approach to cooking. From our Jazzy Grip wooden spoon, which you’ll retain a firm hold on even in the most taxing of kitchen scenarios, to our strong and stable Get to the Chopper chopping board, which will be the stage on which countless delicious meals will form, cooks around the world will get a feel for how much fun cooking can be.”

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To later populate the Twisted Store in 2020 is the Superb Bowl (large mixing bowl) tying in which the Super Bowl, the Mates Plates (set of two enamelware plates), and Bake It Til’ You Make It Baking Dish.

The news comes after the brand has found a new home in what will be the UK's biggest food hall.

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