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Food52

Five Two is Food52's in-house brand of home and kitchenware. Since launching in October 2018, it has been a favorite line among customers looking for the perfect balance of price, function, and aesthetics.

A big reason for its success is that product designs are based on community feedback. Food52 has an opt-in base of more than 26,000 volunteers who relay the cooking problems they have and what kinds of products they want to see.

The results are cleverly designed products that have versatile use cases. We tried and loved Five Two products like an apron with pockets and hidden features abound, an ergonomic saucepan, and silicone lids that made food storage easy.

Whether you're looking for great recipe ideas or creative food stories, Food52 is probably one of those places perennially sitting among your most visited websites. Since 2013, it's also helped recommend the best cookware and home goods in its Shop, where curated picks are given beautiful photo treatments and pined after by cooks and foodies.

In October 2018, it decided to make its own home and kitchenware brand, Five Two. The first product, a double-sided cutting board featuring a phone nook, extra-deep juice groove, and a pour spout, sold out in just five days, and from there, Five Two was off and running.

In less than two years, Five Two has become the number one brand in the Shop in terms of units sold, gross margin, and overall sales. With its reasonable prices, attractive designs, and tight curation of products you actually need, it's easy to see why Five Two is doing so well.

Another essential piece to its success is its community-based approach to designing and creating products. Food52 founders Amanda Hesser and Merrill Stubbs knew that the relationship with the reader — which manifests on the Food52 site through discussion forums, recipe contests, and social media conversations — would also have to play into the decision-making process for Five Two.

Food52

They discovered the power of simply asking and listening. Through editorial surveys, social media, events, and a "design team" that comprises more than 26,000 opt-in community members, Food52 can gather direct feedback and requests and convert them into innovative home and kitchen solutions. That's why clever features abound on Five Two cookware, cooking tools, and home products — they're specific to the small yet common and persistent problems that many traditional brands may not catch.

At the same time, Five Two doesn't fall into the trap of cranking out one-time-use gadgets that show off cleverness for the sake of cleverness. As three Insider Reviews testers discovered, Five Two products are versatile cookware and tools you'll use often for a variety of cooking and baking needs. They're also durable and hold up well over time and repeated use.

You can find more detailed thoughts on Food52's Five Two collection below and shop the entire line here. Standard shipping starts at $9 in the contiguous US.

Read on to see why we love Five Two cookware and accessories.

Source: Business Insider

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