Description: A knife sharpener
Main Pitch: "Sharpen your knives like new in seconds ... Just lock, draw and cut"
Main Offer: $10 for one with Cut 'N Cook DVD
Bonus: Samurai Shears (just pay separate S&P)
Starring: Chef Robert Irvine
Marketer: SAS Group
Prediction: Unlikely to succeed
Several knife sharpeners have been attempted in the last couple of years. Furi tested its Ozitech. Tristar tested a product very similar to this one called Kleva Sharp. And IdeaVillage tested a three-channel knife sharpener, Ready Sharp, under the Ronco brand just last month. None of these knife sharpeners appears to have worked, and I see no reason why this one will be the exception. I do like the adjustability of the sharpening blades and the safety of the suction cup, but it seems unlikely either will matter enough to consumers for this product to break through.
As for the commercial, it's pretty standard fare -- tomato demo and all. The spokesman is a point of difference, but I'm not sure enough people know who Chef Irvine is outside of Food channel devotees for it to make a difference. All in all, a solid attempt, but that doesn't seem to be enough where this category is concerned.