According to a recent press report, Corning Consumer Products is to launch a new series of cookware. The line is called Corningware Microwave Cook-A-Meal. The line is expected to reach department and speciality store shelves by the summer and will be supported via a US$4m informercial on US national cable channels, including Discovery, Lifetime, Fox and local broadcasting stations. Cook-A-Meal, made of the company's proprietary Corningware and Corelle materials, will extend to the mass channel in the second half of 1999. "We are working on another US$4m investment in the fourth quarter, with a traditional consumer advertising programme to support it once the distribution is broader," said Kathy Rauch, cookware business team director. With an estimated 95% of Americans owning a microwave, the Cook-A-Meal is the next generation product for Corning.
