A new direct-to-consumer brand has hit the market with gorgeous high-design, non-stick and non-toxic cookware set and built-in storage system. Caraway hits the market this holiday season, introducing its first product line, a non-toxic, non-stick ceramic cookware set, replete with a thoughtful pan and lid storage system and meticulous design details delivered directly to you! Prompted by real-life experience, then crafted by consumer data, this all-in-one set raises the standard for how modern cookware should look and perform. Caraway’s cookware line is made with a ceramic non-stick coating, which is naturally smooth and free of all the nasty, toxic, hard-to-spell (and even harder to ingest) chemicals like polytetrafluoroethylene (PTFE, commonly known as Teflon).
Cooking at home is on the rise and while the at-home meal prep market has followed suit with this trend, the cookware industry has delivered only limited, piecemeal choice when it comes to high-design, non-toxic alternatives.
Jordan Nathan, Founder of Caraway, brings with him a bevy of experience – from early start-up entrepreneurship spawning a marketplace for direct to consumer brands, to a fast ascension at Google Venture funded kitchenware brand Vremi (owned by Mohawk Group, NASDAQ-MWK) launching more than 200 home products sold into over one-million homes. However, it was a personal experience that led to the idea behind the company and the first product offering.
“During a product test at home, I found out first-hand that Teflon poisoning does exist,” said Nathan, “The kitchenware industry often overlooks our impact on the environment, and ignores the abundance of natural resources that can result in safer and healthier products. I knew there had to be a better way to create high-quality everyday items that are easy to use and look beautiful in any home.”
Caraway is a brand looking to make everything in the home easier and adding personality through color and design. The brand is starting with cookware and kitchen, the part of the home that needs the biggest upgrade in safety, design, and ease of use. Having tapped into data to devise product features at Vremi, Nathan leveraged the power of software analytics to scan thousands of reviews to define the specs, offerings and overall design.
The first collection is a beautiful, ‘only-the-essentials’ set of ceramic-coated non-stick cookware that is incredibly simple to use – it prevents sticking and distributes heat evenly – is non-toxic, and meticulously designed. While designed for real people living real life, Instagram food porn experts and chefs alike will also revel at its elegant design features, including: rolled pan pouring edges, flat interlocking lid design with ventilation hole, riveted handles with ergonomic finger rests, handles that dual as spoon rests, and unique pan rack and lids storage system. In an industry where 99% of cookware is catalog selection – with brands choosing a body shape, handles, lids from pre-designed manufacturer options – every detail on Caraway’s product design and packaging is 100% designed from scratch.
Beyond cooking, every piece in the cookware set was developed with storage in mind. Caraway sets come with a modular pan rack system for easy storing & drying of pans, alongside a hanging canvas lid holder that can live on a cabinet door and neatly houses each lid.
Caraway’s set priced at $395 comes with a 10.5in Fry Pan (shares lid with Dutch Oven), 3QT Saucepan with Lid, 6.5QT Dutch Oven With Lid, 4.5QT Saute Pan With Lid – comes in five natural tones—navy, sage, peracotta (pink + terracotta), cream and gray and is available at www.carawayhome.com. Each set additionally comes with 4 magnetic connecting pan racks, 1 canvas lid holder designed to hang on a cabinet door, 2 adhesive hooks for the lid holder, and 2 biodegradable cork trivets for countertops or table settings. Meal prep just got a little healthier and stylish. Will you be adding these to your kitchen?