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What More launches new product ranges at Ambiente 2024

Published: 22 January 2024 - DIY Week

What More UK, the Lancashire housewares manufacturer, and owner of the well-known brand Wham, has been a regular exhibitor at the annual Ambiente tradeshow for more than 20 years. What More will return this week with some outstanding product ranges, sure to take the show by storm. They will once again take two stands, Hall 9.2 C05 and Hall 9.0 E36, to maximise space available for showcasing their products.


The first huge development is bakeware designed to fit in air fryers. Over 30% of households just in the UK now own an air fryer, and the market is expected to show a volume growth of 8.9% in 2024, making it the ideal time to launch. The products include a small loaf tin, and an oval tin designed to make lasagne or pies in, amongst other innovative solutions. They come in a Pewter finish, with Skandia extreme nonstick coating.

The next innovative solution is a Nesting range of roasters, oven trays and deep trays, five of each which have been designed to fit perfectly inside each other, maximising space in the oven and saving space in storage. They are also perfect for retailers, as they create sets that fit perfectly together to stack on the shelf, and also take up less space in transit cartons. This innovation was made possible by having all tooling made in house, with a team of highly skilled engineers.

There will also be new plastics from Wham on show, with the ever popular Crystal box in new sizes, and showcasing Navy Blue as a standard colour in the Casa range. New non stick coatings will also be on show for Bakeware, both performance options, and colour options including Dark Denim, Skyblue, Red and Purple, showing What More's versatility and width of coating options for different markets and retailer private label ranges.

What More UK Director Tony Grimshaw OBE is looking forward to returning to Ambiente. He said, "Ambiente really is the highlight of our year. We've got so much to show this time, and our investment in our tooling room is really paying off, bringing out innovative solutions and capturing new markets.

"All our International Sales Team work really hard, and Ambiente is a very impressive spectacle. Our two stands cover Housewares (plastic mouldings) and Cookware (Bakeware pressed steel). Housewares will be in Hall 9.2 on Stand C05, and Bakeware in Hall 9 on Stand E36.

"After this we're exhibiting again in Chicago in March and at Exclusively in June. Trade shows are such an important way to connect with our customers, all round the world. I can't wait to show off our new products, all proudly Made in Britain!"

What More UK manufacture metal and plastic housewares of all kinds, from around the sink items to garden, garage and officewares. What More is a proud member of Made in Britain and they export UK branded goods to 75 countries around the world, in addition to every major UK supermarket and another 1600 independent retailers.

For more information about What More UK visit


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