Heartwarming cookware

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 lifestyle feel to them.

That change may not seem like much to a consumer. After all, a pot is a pot regardless of how the packaging looks, but for the 162-year-old German company, that's just one of the ways that it is changing with the times.

In a recent survey of its customers, the feedback received was that the brand has lost some connection with its customers. Matthias Becker, WMF's president of the consumer division, says: "Consumers felt that we have become very cold, minimalist, and distant."