VINERS ASSURE TRADE PRESENTER

Collaboration for change in the movement from pointed tip knives to blunt end knives within our homes.

Leanne Lucas Campaign Founder

A combination of increased awareness and legislation will drive category growth

2025

2026

2027

2028

Safer Knife Share

1%

£0.9m 10% £9.9m 30% £30.6m 50% £52.5m

Pointed Knife Share

99% £94m 90% £88.0m 70% £70.4m 50% £52.5m

£95.0m

£99.0m

£102.0m

£105.0m

Source: Industry Estimate/BHETA

We’re pleased to introduce you to the Viners ® Assure Knife Range . We’ve recently been working in collaboration with Leanne Lucas , founder of the Let’s Be Blunt campaign, to help raise awareness around safer kitchen knife design. This collection has been thoughtfully designed — featuring a distinctive square-tipped blade that helps reduce the risk of accidental injury or misuse, without compromising on everyday kitchen performance. We’re proud to support Leanne’s campaign and her vision to change the way the UK consumer perceive blunt end knives. The Viners ® Assure Range aligns with Leanne’s Lets Be Blunt campaign ethos - that knives are designed for kitchen use and not to be misused. We’re committed to driving that message forward, both as a manufacturer and as a responsible member of the community.

Blade tip aids packet opening safely with ease

Square edge to maximise safety

SAFETY QUALITY PERFORMANCE in one knife collection

5 KEY BENEFITS YOU SHOULD KNOW: 1. There is no compromise on performance Works just like a regular kitchen knife for chopping, slicing, dicing and scoring foods, as well as opening packets. 2. They are safer for the home The square-tip design helps prevent misuse and reduces the risk of accidents. 3. They are affordable and widely available Easy to find in major retailers and priced to suit all budgets. 4. They are responsibly made Created in partnership with safety experts, campaigners, and the police to promote safer knife options for the home. 5. Shaped by real people Designed with feedback from over 1,700 consumers. With a square shape, the Assure collection is made of high quality stainless steel and features ergonomically designed, soft touch handles for the ultimate in comfort, with a black non-stick coating on the blade to reduce cutting friction.

Tapered edge provides high performance slicing

Non-stick coated blades reduces cutting friction

Soft touch, ergonomically designed handle

Contemporary, sleek design guaranteed to last

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ASSURE COLLECTION The Assure collection offers something for every budget, with prices starting from £4 for a single knife and up to £100 for a premium 7-piece knife block. All knives come with a 10-year guarantee.

The Assure collection is supplied to retailers in improved packaging, with tamper proof measures to reduce knife theft in store. The ‘ Think 25 ’ logo has also been added to packaging to remind retailers to check proof of identity to anyone they suspect under the age of 18 at the point of purchase.

Tamper-proof, recyclable to help reduce knife theft in store

SIDE PEELER

BEAK PEELING KNIFE Peel, trim and hull a variety of foods

SERRATED PARING KNIFE Slice delicate fruit and vegetables which need minimal pressure

PARING KNIFE Mince garlic, chilli and onions and prepare smaller fruit and vegetables

SERRATED UTILITY KNIFE Cut through thick-skinned citrus fruits and smaller breads such as rolls and bagels 0305.273

UTILITY KNIFE

SANTOKU KNIFE Julienne raw fish, meat and veg into super fine sheets

BREAD KNIFE Sharp serrated edge glides through loaves

CARVING KNIFE Slice large, cooked joints of meat and poultry

CHEF’S KNIFE Slice and dice medium to large foods

Designed for the precise peeling

Covers general cutting of small to medium foods

of fruits and vegetables.

and crusty baguettes

Available as part of a set

0305.274

0305.272

0305.210

0305.211

0305.212

0305.214

0305.215

0305.213

ASSURE KNIFE SETS

4 PIECE KNIFE SET 1 x 6" / 15cm Chef's Knife 1 x 6 " / 15cm Santoku Knife 1 x 5" / 12.5cm Utility Knife 1 x 3.5" / 9cm Paring Knife 0305.216

4 PIECE PEEL & PREP SET 1 x 3.5"/ 9cm Paring Knife

1 x 3.5"/ 9cm Serrated Paring Knife 1 x 5"/ 12.5cm Serrated Utility Knife 1 x Side Peeler 0305.271

6 PIECE KNIFE BLOCK SET 1 x 8" / 20cm Chef's Knife 1 x 8" / 20cm Carving Knife 1 x 6" / 15cm Santoku Knife 1 x 5" / 13cm Utility Knife 1 x 3.5" / 9cm Paring Knife 1 x Knife Block 0305.217

3 PIECE PREP SET 1 x 2.7"/ 7cm Beak Peeling Knife 1 x 3.5"/ 9cm Serrated Paring Knife 1 x 5"/ 12.5cm Utility Knife 0305.270

Marketing & Media Support for the Viners ® Assure Collection

We’re gaining strong traction in national and industry media. A standout moment includes a Sky News segment featuring our Chief Marketing Officer, Kate O’Neill, who spoke about the inspiration behind the collection and the importance of safer knife design in today’s market. Media Coverage & Press Recognition

Watch our recent feature on

Social Media Engagement

High-Quality Content Assets

We’ve created a variety of different content styles to feature across our social platforms, with engaging reels and functional performance content.

We’ve created a full suite of high-quality imagery and video content to bring the Assure collection to life. These assets clearly communicate the core benefits of the range — from everyday kitchen performance to the square-tipped safety design.

@vinerscutlery

vinersUK

@vinerscutlery

Campaign created immediate impact on awareness and sales

+427%

ONLINE FEEDBACK

Product search online From 80 to 11,189 in one day

3 Products hit NO1. SPOT in category

Sales uplift in week

CR hit a whopping 9.1% 83% Engagement rate on site

+144%

On Day +621%

+45%

+28%

+26%

First Week +132%

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A Rising Urgency: Timeline of the Safer Knives Conversation

26 JUL 2024 Andy Slaughter MP of 'The Safer Knives Group' calls for kitchen knives to have rounded tips to reduce fatalities and serious injuries.

29 JUL 2024 Southport attack (weapon used was an 8-inch kitchen knife purchased online.) Notably, two-thirds of identified knives used in fatal stabbings are kitchen knives.

FEB 2025 Idris Elba’s documentary, “Our Knife Crime Crisis,” explores the UK’s knife crime issue. Elba suggests that kitchen knives could be effective without pointed tips, emphasising the potential for design changes to reduce harm. & Home Secretary Yvette Cooper considers Elba’s proposal to ban kitchen knives with pointed ends as part of efforts to prevent deadly stabbings.

19 MAR 2025 Andy Slaughter MP reiterates the call for phased removal of pointed-tip kitchen knives, advocating for rounded-tip alternatives as the industry standard.

7 MAY 2025 The BHETA Responsible Knife Retailing Steering Group discusses the increasing pressure on the government to act, noting momentum for restricting sales of pointed knives and promoting rounded tip knives. As part of this the Government are considering the removal of non-pointed knives from the current legislation around the sale of knives.

21 MAY 2025 Leanne Lucas, teacher and survivor of the Southport attack, launches the “Let’s Be Blunt” campaign, advocating for the adoption of safety-tip kitchen knives to reduce knife-related violence. & A parliamentary reception is held as part of Knife Crime Awareness Week, highlighting ongoing efforts and discussions surrounding knife crime prevention.

The Rayware Group is a leading housewares supplier of some of the UK’s best known kitchenware brands including Viners ® , Kilner ® , Mason Cash ® , Typhoon ® , Price & Kensington ® and Ravenhead ® . The company has headquarters in Liverpool and employs more than 150 staff. With over 110 years of cutlery experience, Viners ® is a highly distinguished, much-loved brand, steeped in British heritage. The company’s origins date back to Sheffield in the early 1900’s. Since then, the brand has continued to innovate and maintain its tradition of creating elegant, robust, high-quality cutlery, knives and pans with a design-led finish.

For further information, please contact:

26-32 Spitfire Road, Triumph Trading Park, Speke Hall Road, Liverpool L24 9BF England www.rayware.co.uk