Gibson Partners with Univision on Line Geared Toward Hispanic Americans
Posted on February 6, 2013 by
The Delicioso assortment
COMMERCE, Calif.-Gibson has signed a licensing agreement with Spanish language media giant Univision Communications Inc. to produce tabletop and kitchenware products branded with the company's lifestyle brand "Delicioso" (Delicious).
The new partnership enables Gibson to develop home products for Hispanic Americans, a quickly growing national consumer base, Gibson said, "seeking stylish, authentic housewares aligned with the lifestyle segments popularized by Delicioso" and celebrity chef Ingrid Hoffmann. Univision also has cross-cultural appeal, the company said.
"We are looking forward to presenting audiences with Delicioso-branded tabletop and kitchenware products that capture the spirit of the stories we tell, and the recipes and cooking techniques we share across Delicioso segments," said Rick Alessandri, executive vice president of Enterprise Development, Univision Communications Inc. "Partnering with Gibson on these collections is the perfect way to let consumers of every background experience the Delicioso lifestyle."
The multipurpose collection, which will launch at the International Home + Housewares show next month and is targeted at mid-to upper-tier retail channels, includes kitchen prep items such as a lime squeezer, mortar and pestle, cutlery, and wooden utensils; cookware such as comales griddles, calderos pots, fry pans, tamale steamers, pressure cookers and a tortilla press; serveware; melamine and ceramic dinnerware; and specialty drinkware like an agua fresca jug, mojito, margarita and other specialty beverage pitchers and glassware. Coffee and tea accessories are also in the works under the Delicioso brand.
"Reaching Hispanic consumers with Delicioso and Univision has exciting potential for us," Gibson President Sal Gabbay said. "A fresh, style-focused approach to these traditional items will have tremendous appeal at retail. The packaging is bold and colorful, featuring Delicioso recipes to pull the merchandising of this wonderful brand into perfect focus."
Gibson will host a cooking demonstration with chef Hoffmann during the Housewares Show, on March 3 at 3 p.m. On Delicioso segments running on Univision Network's popular morning shows "Despierta America" (Wake-Up America) and "Hoy" (Today), Hoffmann and other chefs teach audiences how to prepare Latin-inspired meals for any occasion. These Delicioso segments will soon showcase each category of the Gibson collection to Univision's viewers.