Prestige from Meyer Group is taking a lead to change the shape of knives with its new Pointless range. The move is in response to a plea from medical experts and judges, including the Institute of Surgeons, which appealed directly to knives manufacturers for help in curbing the current knife crime epidemic.
“With an 80 year heritage, we are experts in home kitchens and we have consulted with experts in knife crime,” says Carl Wright, marketing director for Prestige. “We know how the average home cook uses a knife – very rarely using its point. Medical experts, however, tell us that it’s the point that turns a household object into a dangerous murder weapon, puncturing internal organs to inflict life-threatening – often fatal – injuries.”
Carl continues: “What’s more, doctors and judges assert that the majority of violent knife attacks use kitchen knives. As producers of kitchen knives, we have to take heed. It is our responsibility to help consumers make informed choices when they purchase kitchen equipment.
“This is a social issue. People are dying and we all have a role to play in making our communities safer. Our role is to make safe knives available. Consumers must play their part in making considered purchasing decision.”
The launch of Prestige Pointless Knives – which attracted considerable interest from retailers at the recent Exclusively Housewares – follows announcements earlier this year that several high street retailers, including ASDA and Co-op, have withdrawn sales of single knives in response to the rise in knife crime.
Carl also highlights that the Pointless Knives design has home safety in mind, lessening the chance of injuries resulting from the points of knives.
“Accidents happen, whether it is a knife falling from the counter top – often narrowly missing feet, children and pets – or a little hand ‘helpfully’ reaching into the dishwasher,” he acknowledges.
Of course, there are other distinctive design features that are notable for the high performance knives, including air pockets created by dimpled blades that prevent food from sticking to the blade, and the comfortable non-slip handle.
Prestige is due to launch a social media campaign to promote Pointless Knives starting next month.
Carl concludes: “Our society has lost more than 100 friends, neighbours and relatives in the UK this year, aged between 14 and 80. Pointless knives could help limit this pointless loss of life.”
Top: Prestige Pointless Knives from Meyer Group.
