6 minute read
Interview: Mason Cash
Enhancing
The innovative kitchen measuring jug is a bestseller for Mason Cash an icon Mason Cash has had a glow up. While the brand is rich in heritage – the Cane
Mixing Bowl needs no introduction – they are now delivering a rejuvenated assortment of kitchenware in a myriad of new colourways and motifs, all supported with well-considered social media and marketing campaigns.
Brand manager Rachel Dunleavy tells Kitchenware International more…
While Mason Cash is a real heritage brand, it has had somewhat of a glow-up recently, the Nautical and In the Forest collections for example – tell us about that.
Mason Cash will forever be synonymous with its true design icon; the Cane Mixing Bowl. When we first designed our In the Forest collection, we wanted to retain all the great features of our design classic, while offering our customers something new and unique. The embossments that you see on both collections were originally hand-carved into moulds by skilled craftsmen and the delicate artistry in these pieces is truly exceptional.
In addition to the delicate embossments, we have added sumptuous colour palettes that both excite the customer and sit comfortably in their existing kitchens.
When we hear Mason Cash, we automatically think baking and mixing bowls, but there is more to the brand, how do you communicate that with buyers, retailers, and consumers at large?
Mixing bowls are at the heart of our brand but our story doesn’t stop there! We aim to connect with our consumers through various platforms to empower them to create delicious bakes with our beautiful, quality kitchenware.
We communicate this to our retailers and consumers through stunning lifestyle imagery, trade and consumer websites, and social media. We have recently branched
Did you know?
Mason Cash will launch its new collection In the Meadow in spring 2023.
out into creating more video content which we have published on our new Tik Tok account and Instagram reels. By showing the product in use in the kitchen, we feel that the consumer can connect more easily with the product’s unique selling points.
Recently, we exhibited at the Exclusively Housewares Show in London. This was a fantastic opportunity to really interact with buyers and showcase new and existing product lines.
We have a huge product range besides mixing bowls such as dinnerware, cake decoration, storage and petware - Mason Cash has a broad product offering!
What new products can we expect from Mason Cash?
For Spring 2023, we have an exciting new collection launching entitled In the Meadow. Inspired by the recent trend of botanical patterns, we have developed a beautiful collection with our unique embossment design in an inviting colour palette, including soft lemons, lilacs, and deep pinks.
Each piece has its own floral embossed motif including daffodils, daisies, roses and tulips. We exhibited our new collection as a sneak peek at the Exclusively Show and it turned out to be a real showstopper!
Tell us about the Mason Cash & Me campaign which is about to launch?
Like many of our customers, my story with Mason Cash started many years ago. My first memory of baking was with my grandmother as a young child, some 30 years ago. Her huge mixing bowl lived on top of the fridge and when she reached for this bowl, we knew we were in for a treat! It didn’t matter that my six-year-old fingers were clumsily making pastry that she could make so efficiently, it was the time we had spent together that was the lasting memory.
For many, their first memory of the Mason Cash Mixing Bowl is a similar story to my own, and
200+
the number of years Mason Cash has been produced.
through our upcoming Mason Cash and Me Campaign, which is launching in August, we will be spotlighting a series of real-life bakers, who will be sharing their own stories and memories, and baking their favourite recipes in their own kitchen. This campaign is aimed to inspire and encourage the nation to start their own love affair of baking with Mason Cash.
What is Mason Cash’s bestselling product – outside of the mixing bowls?
The best-selling product outside of our Mixing Bowl range is our innovative kitchen measuring jug. Featuring flattened dimples on the outer profile so that the jug can sit steadily on the worktop while being able to whisk ingredients, it includes a handy measurement indicator for ingredients.
Our innovative kitchen range is popular with consumers because it delivers smart solutions for the day-to-day kitchen. Each item within the range has a traditional function with a modern twist that brings either dual function or improved performance.
And in terms of the recent collections – Colour Mix, Nautical, In the Forest – which of those are resonating strongly with buyers?
Our new green and grey Colour Mix Bowls have had a great reaction from customers. Both colourways have been designed to sit back into a more contemporary kitchen while still maintaining all the great aspects of our design classic.
The classic green mixing bowl evokes a deep sense of nostalgia, especially when teamed with our Heritage range, and the grey mixing bowl is neutral yet balanced, and sits perfectly with our Innovative Kitchen collection, further boasting its versatility in the kitchen.
How important is it to brand identity that you maintain the link to baking while also extending your reach into other categories, such as tabletop?
Like most great heritage brands, it is vital that we evolve. Mason Cash has been at the heart of kitchens for over 200 years, and we continue to expand and grow our ranges, always putting the customer’s
The Grey Colour Mix bowls
Fact!
Mason Cash has strong distribution channels all over the world including America, Europe and Australasia.
The popular In The Forest collection is being expanded for A/W 22
needs first. We offer a diverse range of products from ovenware to dinnerware right through to baker’s tools and innovative cooking utensils. Each range is thoughtfully designed to inspire the baker to confidently enjoy creating and innovating in the kitchen. Whether mixing a recipe in one of our striking bowls or setting a beautiful table for family dinners with our dinnerware, Mason Cash has every eventuality covered.
Finally, what can we expect from Mason Cash in the near future?
For Autumn/Winter 2022, we have expanded our much-loved In the Forest range.
We have designed and developed beautifully embossed mini bowls. The autumnal colour palette has been designed to seamlessly partner with the coordinating mixing bowls within the collection. These useful bowls are great for prepping baking ingredients and act as pinch pots, dip dishes or dessert dishes.
Another addition to this range is our new round server platter, perfect for serving those marvellous bakes. Set in a woodland sage green glaze, the intricate embossment features a blush of robins and will certainly be a showpiece on any kitchen dresser. The flat surface and shallow rim of the plate allows versatility to serve most types of food, especially a classic Victoria Sponge.
Mason Cash and Me
This August sees the launch of the Mason Cash and Me campaign which will spotlight a series of real-life bakers each sharing their own stories and memories of the brand while baking their favourite recipes in their own kitchen.
