Home cooking during COVID-19 has spurred kitchen product sales while boosting recipe searches and virtual cooking classes.

Coles data shows national cookware sales have increased by 35 per cent in the past year, while sales of baking mixes, herbs and spices and flour were up 30 per cent.

To meet the ongoing demand, the supermarket giant has launched a new wave of MasterChef stainless steel pots and pans for customers to collect from March 24.

"After a year of increased home cooking, we think there are many holes at the bottom of pans by now and Aussies will be in much need of new, quality cookware to cook with confidence at home," Coles chief marketing officer Lisa Ronson said.

Luke Mangan and Courtney Roulston officially unveiling the new cookware range sold at Coles. Picture: Richard Dobson
Luke Mangan and Courtney Roulston officially unveiling the new cookware range sold at Coles. Picture: Richard Dobson

"Much like our popular MasterChef knives program, which was our most popular loyalty program to date with the highest participation rate across households, we are rewarding our customers with necessary additions to their kitchens."

For the first time, Coles has introduced 'half pay' to make it easier to collect the full set by allowing customers to redeem with half the required credits and pay half the retail price.

The exclusive range features seven pieces of cookware to collect, including 20cm and 26cm non-stick frypans, 18cm saucepan, 24cm casserole dish with lid, 28cm non-stick wok with lid, 24cm steamer and 24cm stock pot with lid.

Award-winning chef and restaurateur Luke Mangan and former MasterChef contestant and TV cook Courtney Roulston said quality cookware is essential to any kitchen.

 

"Coles has made it really easy to get excellent cookware for free especially for those wanting to upgrade or replace theirneglected pots and pans that have been hanging around in their kitchen for many, many years," Mangan said.

"The cookware is made from high quality stainless steel and suitable for all cooktops including induction, and the pans feature a three-layer ceramic coating guaranteed to help customers get the best out of their cooking."

Customers will be able to earn "Cookware Credits" by scanning their Flybuys card when they spend $20 or more in one transaction at Coles and Coles Online.

A cookware credit can be earned with every $20 spent in one transaction and once customers have enough credits, they can redeem in-store for MasterChef cookware.

Originally published as Coles' new collectable MasterChef cookware


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