Viners Safety Knives Marketing Update Sept 2019 FINAL

MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH

PART ONE - imagery and messaging

Functional knife for kitchen use and suitable for all cooking tasks Performs in the same way as a traditional kitchen knife but a safer alternative Added peace of mind for both consumers at home and retailers in store Modern new shape Beautiful and stylish design High quality stainless steel Ergonomic soft-touch handles Black non-stick coating to reduce cutting friction Available in 6 sizes RRP from £3.50 - £5.00 to cater to a mass market Available in stores January 2020 Improved packaging - tamper-proof with blister pack to reduce knife theft in store Think 25 logo created to challenge anyone under 18 at point of purchase NPD tested Shaped to reduce and prevent injuries, accidents and fatalities Safer when cleaning Does not break at the tip like a traditional knife can Designed in conjunction with consumers, with 1,709 people surveyed Consumers have told us they're willing to try something new Strong feeling amongst consumers about knife safety so keen to find a safer alternative