For worldwide BBQ brand.

Shriro has signed celebrity chef, Heston Blumenthal, with a worldwide agreement to help create Everdure barbeques.

The deal was confirmed in a short statement to the Australian Stock Exchange, “Shriro Holdings Limited has entered into an agreement with the internationally renowned chef Heston Blumenthal to create a worldwide barbeque brand, ‘Everdure by Heston Blumenthal’. It will incorporate joint product development to revolutionise the outdoor cooking market by providing innovative products with enduring stylish construction and superior performance”.

Heston and Mike

Heston Blumenthal and Shriro CEO Mike Westrup

Shriro CEO Mike Westrup told Appliance Retailer, that the collaboration with Heston Blumenthal has been underway “for some time”.

“We have been working with the Fat Duck experimental kitchen for some time. They are testing our products coming up with ideas on how to improve it,” Westrup said.

This deal follows the decision by Shriro to also launch another range of celebrity-related products last year – the Neil Perry Kitchen by Omega cooking appliances which are now exclusively sold through Harvey Norman stores.

“We are very happy with the Neil Perry Kitchen by Omega range of appliances and the performance of these products through Harvey Norman,” he said.

“The deal we have with Heston is very similar – we don’t have people working with us as brand ambassadors or endorsing as such. Where we have a joint involvement, it seems to work a lot better. We find that consumers see through celebrity endorsement and we prefer to have people involved that can stand up and say: ‘I was involved in this and this is how I have wanted to produce a better experience’.”

The first Everdure by Heston Blumenthal barbeque products will be launched at the Spoga outdoor trade fair in Cologne, Germany, on 4 September and will then be available in the Australian market.