Corelle Brands Shifts To Instant Brands

    Instant Brands, Instant Pot, The Child, Star Wars, Williams Sonoma
    The Child Instant Pot multi-cooker.

    It was nearly two years ago that Corelle Brands shook the world of kitchenware when it acquired Instant Brands, the owner of Instant Pot.

    Now the company that owns legacy brands such as Pyrex, Corelle and CorningWare among others is changing its name to Instant Brands.

    Ben Gadbois, Instant Brands president and CEO, has created a new unifying platform for the company — #MadeforTogether — and has assembled a management team to help transform the company into a global consumer-led, innovation-driven company.



    “We have been inspired by how consumers around the world engaged and shared with us,” Gadbois said. “This experience clarified that our mission across our portfolio of iconic brands is #MadeforTogether. It represents how important it is to help people create connections and memories through that instant of ‘together’ using our great brands and products.”

    He added that Instant Brands in the year ahead plans to bring products that offer “more innovation” than before.

    In the seven months since becoming the company’s president and CEO, Gadbois has reorganized the company into four global business units and centers of excellence and expanded the company’s global footprint.

    While Instant Brands is best known for its Instant Pot multi-cooker, the company has expanded its assortment over the past two years to include a broad range of countertop kitchen electrics. New items including coffeemakers, air fryers, rice cookers and blenders have been added to the assortment.

    Additionally, Instant Brand has also ventured beyond its usual galaxy of products with several multi-cookers offered under a Star Wars license. Current Instant Pots are sold featuring likenesses of R2-D2, Darth Vader and BB-8.