From idea to shelf: how frying pans are designed and selected at Bergner
The frying pan category is one of the most emblematic within Bergner’s cookware range. Behind every piece lies a process that combines technical expertise, market research, and meticulous attention to quality and sustainability. From the selection of materials to packaging design, every detail is conceived to ensure the final product combines functionality, aesthetics, and alignment with the values of our brands.
Today, we speak with Fernando Garcíade Francisco, Sourcing Manager Europe, and Jaime Ciprés, BI & Cookware & Concepts, Bergner, to learn more about how the frying pan category is developed and everything that goes into each collection.
Jaime Ciprés:
What is the process for selecting frying pans, and what are the main criteria you follow when deciding which models to include?
This process varies depending on the type of operation each product is linked to. In cases where we work to a client’s request, our goal is to find the option that best fits their needs without ever compromising our quality standards.
However, when it comes to corporate collections or those aimed at multiple clients, we analyse all aspects surrounding the product, from its conception to its implementation in-store. In these cases, we always choose high-quality products at competitive prices, ensuring their aesthetics and “look and feel” faithfully reflect the brand’s values through the incorporated design elements.
When deciding which models to include in the various collections, our main criteria are product quality (material type, thickness, coating characteristics, etc.), aesthetic coherence within the collection, and of course, pricing that aligns with market needs and expectations.
Fernando García:
Which materials are currently being prioritised in this category, and why?
Material selection is multifactorial and depends primarily on the client or target market, as this defines the strategy for the campaign or product family from the outset. Once we have established the brand, target price, and type of sale (loyalty, permanent, or collection), we proceed with the selection of materials.
In cookware, we focus on three main materials, each with clearly defined characteristics that allow us to adapt to different objectives:
Each of these materials involves different production processes, allowing for varying levels of quality and finish. For example, while both the Pixel and Vita lines are made from aluminium, they clearly differ in quality and finish.
What quality and sustainability certifications or standards are most relevant for frying pans, and how important are they for the company?
Again, this depends on the client or target market. Depending on the product’s destination, we analyse the various regulations that apply, which are typically overseen by customs in the countries where the products are declared.
There is legislation at the European Union level that all member states must comply with, although we also need to consider the specific national laws that may affect certain product types.
Once we know the regulations that apply to a given product, we work closely with the supplier to ensure that material selection and production quality meet these standards, preventing potential future issues with customs or clients.
Jaime Ciprés:
How is packaging approached in this category, and which aspects would you highlight (materials, design, sustainability)?
We have guidelines developed by the marketing team that define from the outset the visual style that each packaging design should follow. From this base, we adapt the design to highlight the most relevant aspects of each product, while ensuring consistency with the identity of each brand.
For example, in the case of Masterpro, packaging includes more technical and detailed information, reinforcing the brand’s professional character. In contrast, for San Ignacio, we opt for more “user-friendly” designs that are attractive and accessible to the general public who shop in large retail stores.
Of course, there is essential technical information that we include on all packaging, regardless of the brand. This typically covers the type of material used in the frying pan, the non-stick coating, product dimensions, and—when relevant—other important details such as whether the materials are of recycled origin.
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