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JOY OF COOKING: The new frying pan that incorporates the ThermoIndicator display

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JOY OF COOKING: Merchandise will now be grouped into four categories – Preparation, Cooking, Dining and Drinking – to make it easier for consumers to find the necessary tools.

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EYEING THE ASIAN MARKET: Hoping to expand its presence in Asia, WMF has widened its range of woks. Apart from the stainless steel ones, there are now woks of varying sizes made of chrome, aluminium and stainless steel combination, and even cast iron ones.

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EYEING THE ASIAN MARKET: The Chinese Chef's Knife, a new product which incorporates WMF's Performance Cut technology. It differs from the conventional chopper as it comes with a rounded front which supposedly makes it easier to mince and dice food.

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'I hope consumers will see the new WMF as being more emotional, authentic and with a focus on being helpful to consumers rather than just being posh and shiny.' - Matthias Becker, president of the consumer division, WMF

Heartwarming cookware

162-year-old German company WMF is changing with the times by doing away with its minimalist look and reaching out to connect emotionally with customers.
Mar 14, 2015 5:50 AM

THE next time you are at a WMF store, take a look at the box its cookware comes in. It is usually that of a pot or pan that is stylishly photographed - clean, and fuss-free. But that is changing. The new boxes will now feature pictures of models using the cookware, giving the packaging a more

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