August 05, 2014

Magic Steamwave

Description: A cover for the microwave
Main Pitch: "Uses the power of steam to turn your microwave into a food rehydration machine"
Main Offer: $10 for one
Bonus: SteamWave Caddy (just pay S&H)
Marketer: IdeaVillage
Producer: Kerrmercials
Prediction: Unlikely to succeed

The revive/re-hydrate pitch was tried by Allstar in 2011 (see Lovin' Leftovers) and the idea of making fresh meals in the microwave is currently being tried by Allstar (see Shogun Steamer), so I'm not sure what the play is here. Indeed, I'm not sure this is even a viable category, let alone a big enough category for multiple items.

But what about Stone Wave and Potato Express, you say? True, both of these are successful microwave items. However, one of them is a truly unique product (Stone Wave) with enough exciting recipes to warrant testing its own cookbook. And the other is a potato item, which is specific and may tap into the same weird food obsession people seem to have with eggs.

More to the point, there are no successes beyond those two examples -- and there have been many attempts (as I detail here and here). Looking at those failures, in fact, I see several pitches similar to this one.

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