What More UK launches new air fryer-friendly range

By Scott Dawson Advertising

04 Apr 2024

Air Fryer Quiche Tart lifestyle press.jpeg.jpg

What More UK, the Lancashire housewares manufacturer, and owner of the well-known brand Wham, prides itself on constantly innovating to suit market needs. It has a great capacity for innovation thanks to its tooling team being completely in house, which gives it the ultimate flexibility for creating new to market products.

This year's huge development is bakeware designed to fit in air fryers. Over 30 per cent of households just in the UK now own an air fryer, and the market is expected to show a volume growth of 8.9 per cent in 2024, making it the ideal time to launch. They come in a Pewter finish, with Skandia extreme nonstick coating.

Air fryers can cook pretty much anything you can bake in a regular oven - but quicker and tastier. The current problem is anything that's liquid based - whether this is eggs, lasagne, cakes, pies with fillings - liner type products tend to slow the cooking process and aren't practical for removal. This is where the new Air Fryer range from Wham comes in.

The products include a small loaf tin, and an oval tin designed to make lasagne or pies in, amongst other innovative solutions. A deep pudding dish is available for those glorious sticky toffee puddings, and mini fluted round dishes for delicious quiches. They're fully non stick, which helps the end result to come out perfectly. Now your favourite kitchen gadget can cook all your favourite recipes!

What More UK director Tony Grimshaw is very proud of their new inventions. He said: "Air fryers are here to stay, and getting ever more popular. We saw the absolute need in the market for smaller bakeware that can be used to make things that really couldn't be made in the air fryer before, such as lasagne.

"The range has been exhibited at our major global trade shows, including Ambiente in Frankfurt and The Inspired Home Show in Chicago. Buyers were really impressed with our innovative solution, and the fact they were to our usual highest quality and as always proudly Made in Britain. I'm sure they'll be flying off the shelves very soon too!" 

What More UK manufactures 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 www.whatmoreuk.com

Latest news

1

Call to recognise the ‘Now Generation’ of Lancashire leaders Sub36 event

Call to recognise the ‘Now Generation’ of Lancashire leaders

15 Jul 2025

2

Maya Ellis MP hails A582 upgrade funding as major step forward in tackling transport chaos Maya Ellis MP photo

Maya Ellis MP hails A582 upgrade funding as major step forward in tackling transport chaos

15 Jul 2025

3

TSS announce leadership appointments to drive continued growth James Austin, Alistair Bradley and Michael Collum

TSS announce leadership appointments to drive continued growth

15 Jul 2025

4

Date revealed for opening of entries for Red Rose Awards 2026 Red Rose Awards 2025

Date revealed for opening of entries for Red Rose Awards 2026

14 Jul 2025

5

Northcote celebrates marketing award for the 25th anniversary of Culinary Festival Obsession Northcotes winning awards

Northcote celebrates marketing award for the 25th anniversary of Culinary Festival Obsession

14 Jul 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV123 July/August Launch Event
Lancashire Business View magazine launch
Networking
16 Jul 2025

LBV123 July/August Launch Event

Burnley College University Courses Building, Burnley, BB12 0AN

08:30 - 10:30

Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Shaping Preston's future by remembering its past
1750160034867.png.png
LBV Hub Networking
16 Jul 2025 - 16 Jul 2025

Shaping Preston's future by remembering its past

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 20:30

The Business Network Central & East Lancashire
LBV Hub Networking
17 Jul 2025 - 17 Jul 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Chamber Summer BBQ
LBV Hub Social
17 Jul 2025 - 17 Jul 2025

Chamber Summer BBQ

The Borough, Dalton Square, Lancaster, LA1 1PP

17:30 - 20:00

BNI presents Lancashire Speed Networking
1.png.png
LBV Hub Networking
17 Jul 2025 - 17 Jul 2025

BNI presents Lancashire Speed Networking

Chorley Football Club, Chorley, PR7 3DU

16:00 - 19:00

Preston Tech Connection: Web3 is Dead. Or is It?
July Longer Banner.jpg.jpg
LBV Hub Networking
29 Jul 2025 - 29 Jul 2025

Preston Tech Connection: Web3 is Dead. Or is It?

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

Preston Freelancer Meet-Up: July
Longer July Banner.jpg.jpg
LBV Hub Networking
31 Jul 2025 - 31 Jul 2025

Preston Freelancer Meet-Up: July

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Advantage: AI – A Workshop for Business Leaders – August 14th
Navy--Event Tile.png.png
LBV Hub Seminars
14 Aug 2025 - 14 Aug 2025

Advantage: AI – A Workshop for Business Leaders – August 14th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

The Business Network Central & East Lancashire
LBV Header (24).png.png
LBV Hub Networking
21 Aug 2025 - 21 Aug 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV122 Online Graphic
Subscribe now

Weekly news bulletin