CORELLE dinnerware is the original break and chip resistant glass dinnerware. Introduced in 1970, CORELLE is recognized worldwide for its legendary strength and durability. The first of its kind when developed, CORELLE glass dinnerware?s underlying technology was an achievement of Corning Glass Works R&D scientists.
Corelle glass dinnerware is made through a hub lamination process that thermally bonds three layers of glass: core glass in the middle, with top and bottom layers of very clear skin or glaze glass. The process creates a lightweight, durable, multi-layered product. In addition, the unique enamels used during the decorating process actually become part of the glass, so the patterns last as long as the plate.
When Corelle Livingware was introduced, there was no strong brand identity in the everyday dinnerware field and foreign competition was strong and rising. Plastic dinnerware and earthenware dominated the market, although each had its drawbacks. Through extensive consumer research, it was established that consumers wanted dinnerware that was:Corelle had found a niche. Consumers wanted dinnerware with respectable durability. Corelle entered the marketplace with the look, feel and ring of china, combined with the hard, smooth surface of glass. Because these dishes were made of glass, they had the added versatility of being suitable for re-heating or even cooking in conventional or microwave ovens. In addition, Corelle promised to replace any dinnerware that broke, chipped, stained or cracked within the first two years, without requiring proof of purchase. Corelle was the first tableware in its price range to make such a guarantee.
Research also found that pattern continuity was and continues to be extremely important to the consumer in the dinnerware market. Corelle made a revolutionary commitment to pattern continuity early on through consumer focus groups. In an industry where it is common to offer a broad range of patterns and allow the marketplace to select the ?winners,? Corelle pre-tested designs and offered only those that appealed to the masses. Even today, decorations and patterns are refreshed each season based upon extensive consumer research.
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