Viners and Leanne Lucas unite to promote safer homes with blunt-end knives

Cutlery expert Viners, a brand owned by Liverpool-based housewares company, The Rayware Group, is collaborating with Leanne Lucas on the ‘Let’s Be Blunt’ campaign, to raise awareness of safer knives in the home.

Viners is supporting Leanne’s campaign and her vision, that knives are designed for kitchen use and not to be misused, and is committed to driving awareness, both as a manufacturer and as a responsible member of the community.

Jamie O’Brien, CEO of The Rayware Group, explains:

“We are proud to support Leanne Lucas’ ‘Let’s Be Blunt’ campaign in their mission to encourage consumers to make the switch from pointed end knives to blunt end knives in the home. 

“As part of the housewares industry, we believe that small design changes can significantly reinforce safety for all. The simple rounding of the tip supports its primary function as a culinary tool without compromise on effectiveness.”

After extensive research in 2020, Viners found that consumers were clear about what they wanted from a kitchen knife: it needed to chop, slice, and dice effectively, retain its sharpness, open packaging with ease, and feel comfortable to use. As long as it delivered on performance, the pointed tip wasn’t considered necessary. Removing it not only met those expectations but also created a safer environment in the home.

Responsibly made, the knives have been created in partnership with safety experts, campaigners, and the police to promote safer knife options for the home, as well as being shaped by real people with feedback from over 1,700 consumers.

Jamie continues:

“Over the past few years, we’ve seen a shift in peers looking to add safer alternatives to tipped knives. We’re committed to driving this initiative forward as a manufacturer, as an industry and as responsible members of our community. We’re here raise awareness of the issues, awareness of the availability of safer options, and encourage real change in every home.”

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. Prices start 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. 

Find out more about the Let’s Be Blunt campaign here.

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