The Bobby Flay-endorsed GreenPan assortment of cookware has made its official debut at Williams Sonoma.
As previously reported by Kitchenware Today, Flay has teamed with GreenPlan on the relaunch of the cookware supplier’s Premiere line. The assortment includes three set configurations — 15 piece, 11 piece and 4 piece — along with a host of open stock frypans and saucepans.
GreenPan’s Premiere collection features a Diamond Advanced ceramic, healthy nonstick coating that is free from PFAS, PFOA, lead and cadmium. Each piece is infused with layers of diamonds for a high-level of heat transfer and durability that allows the surface of all items to stand up to metal utensils.
Additionally, the GreenPan line is supported on williamssonoma.com by a host of how-to videos featuring Flay and recipes supplied by the celebrity chef. For example, the initial rollout of the Premiere collection is showcased with a host of winter brunch recipes that include a Persian-baked omelet with fresh herbs, classic home fries and pomegranate-glazed bacon.
Williams Sonoma also teased upcoming “virtual events” with Flay, but details were not yet available.
In announcing the partnership with GreenPan, Flay said the Premiere collection has become his favorite non-stick cookware that he uses regularly at home.
The deal with GreenPan and Flay is also unique for the chef, who is among the bigger stars on Food Network. Unlike other high-profile chefs such as Emeril Lagasse and Rachael Ray who have product endorsement deals, he has largely stayed away from lending his name to products.
His most notable role in supporting a collection of kitchenware products was several years back when the Food Network-branded assortment launched at Kohl’s. Flay was seen in television commercials that highlighted the line, which today is still available at Kohl’s.