Lifetime Launches Guy Fieri Line

Stainless-steel cookware with riveted handles is one of several cookware offerings. lifetimebrands.com

Stainless-steel cookware with riveted handles is one of several cookware offerings. lifetimebrands.com

Lifetime Brands will unveil an extensive Guy Fieri collection at the International Home + Housewares Show in Chicago that encompasses cookware, kitchen gadgets, cutting boards, pantryware and tabletop items, bringing Fieri’s larger-than-life personality to kitchens everywhere.

The celebrity chef’s outgoing persona—and the products that reflect it (look for tattoo-inspired decorative elements)—will occupy center stage in Lifetime’s sizeable booth at McCormick Place. Fieri, the star of Food Network shows “Diners, Drive-Ins and Dives” and “Guy’s Big Bite” and a new show, “Rachael vs. Guy: Celebrity Cook-Off” with fellow chef Rachael Ray, will attend the show to meet with buyers as well as guests and to introduce his new line.

The better-best collection, aimed at a wide retail distribution, has several elements, all of which reflect Fieri’s input regarding both functionality and design. According to Evan Miller, president of sales for Lifetime Brands, “Guy is not only an amazing chef, but also an incredible personality who brings fantastic energy and enthusiasm to everything he does. Guy’s input in the product design process is invaluable and we love how passionate he is about infusing his personal touches into the collection.”

There are several lines of cookware. There is a heavy-gauge stainless-steel collection, offered as a 10-piece set or open stock, featuring straight side walls and a fold-down rim, an aluminum core, riveted handles, a mirror polish and tempered glass lids. It is appropriate for all cooktops. A hard anodized assortment, also offered as either a 10-piece set or open stock, has riveted stainless-steel handles, ergonomic grips and tempered glass lids. An aluminum line has a non-stick interior and tempered glass lids and comes in seven colors.

There are also three varieties of cast-iron cookware. A porcelain cast-iron collection, available in seven colors, features a pre-seasoned interior, a stainless-steel knob on the lid, cast-loop side handles, and self-basting dots on the underside of the lid. A lightweight cast-iron collection, meanwhile, encompassing a few key pieces in seven colors, has all of the attributes of cast iron at half the weight. It has a porcelain enamel exterior. Finally, a pre-seasoned cast-iron assortment includes a wide range of pieces and is appropriate for many types of cooktop.

Boldly decorated skillets reflect Fieri’s penchant for tattoo art. Lifetime contracted with Fieri’s personal tattoo artist to create an array of designs—flames, wings, a dragon, and so forth—for these Teflon-coated aluminum pans.

There are two gadget collections. The Signature Series offers streamlined black and stainless steel pieces, including a super strong burger turner, whose features Fieri, an avid burger maker, stipulated. The second gadget collection is more extensive and reflects a big and bold style similar to the skillets.

There’s also a pizza stone and a pizza peel (the long handled wooden board used to turn and remove pizzas from ovens) and two types of cutting boards in the line.

“My new cookware, kitchen tools, cutting board and pantryware collection is specially designed to blend personal elements that I use in my own home and restaurants with real-deal quality and performance that delivers,” Fieri said in a statement. “So whether you want to go low-and-slow with chili in an enamel cast iron pot or rock out the perfect pizza slice with my pizza wheel, there is something for everyone.”—Allison Zisko