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Instant Brands files for bankruptcy

Talk about deja vu.  A popular cookware brand that took the world by storm, could be found in almost any kitchen, sales start slowing, competition grows, sales shrink, company files for bankruptcy.  It it like the story of Revere Ware over 50 years but it only took Instant Brands a decade to file for bankruptcy. file for bankruptcy.

But a few things about this bankruptcy make it even more interesting.  For one, the Instant Pot is essentially just a more modern rehash of what Revere Ware came out with in the 80’s, the Meal-n-Minutes pressure cooker.  Tell me these things don’t look alike:

But wait, there’s more.  In 2019, Corelle bought merged with Instant Pot.  So not only does the Instant Pot story resemble the Revere Ware story, but the same company now actually owns the Revere Ware brand.  One has to wonder if it isn’t the ghost of Revere Ware that ultimately caused the bankruptcy.  The successors to Revere Ware have bounced around in mediocrity for the better part of 4 decades, and now they are taking Instant Pot with them.

Another interesting thing is that the brand rollup that is Corelle Instant Brands also includes Ekco.  Ekco isn’t listed as one of the brands Instant Brands includes, but it is included in the bankruptcy filing.

I can’t say I’m mad at Corelle Instant Brands for killing off Revere Ware; the cookware they produced over the last 30 years was almost famous for it’s poor quality.  I think perhaps discontinuing the brand might have contributed to the renaissance Revere Ware is having in the hearts and minds of cooks across America.  There are 5 times as many Revere Ware pieces for sale on eBay now then there were when Revere Ware was still being sold.

In any event, we do happen to love our instant pot.  I must admit, my wife is the master; the only thing I can cook so far in the Instant Pot is rice.  But there are at least half a dozen alternatives to the Instant Pot, so I don’t think this type of appliance will be leaving our kitchens anytime soon, the outcome of the Instant Brands bankruptcy notwithstanding.

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