Slateware by Michael Caines

New dinnerware range receives great reaction at The Restaurant Show.

IC-e has just launched a new range of dinnerware and serveware on behalf of Welsh Slate and celebrity chef, Michael Caines.

This is a new venture for both Michael Caines and Welsh Slate and we were delighted to be appointed to develop the branding, literature and marketing strategy.

The initial promotional activities are being targeted at the hotel and restaurant market with the initial launch at the Restaurant Show at Earls Court.

The event was a great success and the feedback has been very positive with lots of requests for orders and further meetings. We will now be working with Welsh Slate and Michael Caines to capitalise on the enquiries generated and on generating further enquiries and meeting with hotels and restaurants throughout the UK.

Once chefs see the products they are extremely enthusiastic and our aim, through the marketing materials and activities, is to inspire them to see the potential of slateware in fine dining and brasseries.

The retail range will be launched at the BBC Good Food Show at the end of November.

A website has been created to provide an overview with links to the Welsh Slate online store – please see

Click here to see the work we do for Welsh Slate

To view the catalogue please click on the expand button on the image below.