Sunday, December 23, 2012

Joan Lunden's Twiztt Cookware, Healthy & Efficient


By Laura Medina

What has former-"Good Morning, America"-host, and television morning pioneer, Joan Lunden been doing since she departed the show way back in 1996?  

Fast-forward to now, her new cookware line, Twiztt...and her new role as mother of three sets of children: 3 daughters who are now young ladies in their late-twenties to early thirties then a mother of two sets of twins, the first set are 9 years-old and the second set are 7 years-old.  

After twenty years of waking up at 3am in the morning delivering first-thing-in the morning news, Ms. Lunden continued onto other lifestyle endeavors on her own terms, spanning a lifestyle empire consisting of: anti-aging Resurgence Skincare with Dr. Murad; 8 books; a home decor line, "Joan Lunden Home" with QVC, a camping company for women, boys, and girls, a child safety product, and a slew of recipes gleamed from her years hosting "Good Morning America" and some from her own concoctions.  Now, add environmentally-safe cookware to her growing lifestyle empire, Twiztt by Joan Lunden, http://www.twiztt.com/us/home-1.htm.

Her new goal...making quick, healthy meals for her family without the toxicity of non-stick chemicals...within a reasonable budget.

In this special one-on-one interview, Joan Lunden details about why she added on a cookware line and what makes it special for the veteran home-cook, the chef, and the starter-apartment dweller/home-owner.

Working as a journalist, she always knew about the dangers of non-stick Teflon or otherwise known as  "PTFE,"  Polytetrafluoroethylene.  When it reaches normal cooking temperatures, it deteriorates after the  260 °C (500 °F), and decomposes above 350 °C (662 °F).  Once released, can be lethal to birds and can cause flu-like symptoms in humans. 

Perfluorooctanoic acid (PFOA or C8) has been linked to cancer, thyroid disease, ulcerative colitis, and high cholesterol. In the form of an ammonium salt, it is used as a surfactant in the emulsion polymerization of PTFE, and has been detected in some PTFE products.

Knowing the dangers and complications of PTFE and Americans' insistence on stick-free cookware and low-fat cooking, Ms. Lunden knew there has to be a better way for easy, healthy cooking.

She had to wait awhile but it arrived.  It is a non-stick ceramic from Belgium called Thermolon, natural minerals.  Plastic was never used in the manufacturing.

Once she researched the Thermolon's properties: Good non-stick, Extreme durability, Scratch and abrasion resistance, Corrosion resistance, Food-contact compliance, Zero-PTFE, and PFOA, and a Low Carbon footprint, Ms. Lunden agreed to represent the line when the company reached out to her to endorse it in the United States.





Once she stepped on board, she suggested updating the pots and pans to fit the modern American lifestyle, ...

"Pots and pans have been statistic for eons. It's new cookware with a "twist."

Working with a product designer, they added interior measurement markings, etched inside the pots themselves, for easy direct measurements without a measuring cup taking extra space.   




While cooking pasta, all have lid-locking lids for easy, safer pouring.   The pots themselves have a spout for safer, easier pouring of boiling hot liquids, broths, and soups.




Each stainless steel pot and pan comes with an interlocking melamine bowl for easy, direct stove/stove-top/oven storage and presentation on the table.  Less space. More function. Less cluttering of mis-sized and mis-shapened bowls.

  
 This sleek, stackable cookware makes a person less of a kitchen klutz, great for a new apartment dweller in a tight space or the newbie home-owner on a tight budget.



Knowing her existing fan base, Ms. Lunden knows what they're searching for, a healthy, efficient cookware line at a mid-level price range.


"I’m a big Bed, Bath, & Beyond fan. Most of them carry the line. I was so thrilled. If you come to one now, they present this Twiztt video of me demonstrating how to use them.   Because of the economic recession, people are very cost/price-conscious. They want good quality at a decent price.   We’re primed as a nation not to accept something toxic and looking for alternatives.  It took this (cooking) industry forever to adapt".

As a doctor's daughter, Joan grew up thinking she'll be one herself.  She was disappointed she wasn't cut out for stitches and needles.  Instead, she rather be a disseminator of information.

Currently touring this new healthy and easy cookware, Joan Lunden mentioned she is doing what she did back in "Good Morning America," waking up at 3 or 4 o' clock in the morning, doing an presentation on "CBS Morning" then chatting with this scribe.  Except, she is the interview subject instead of her conducting the interview.

Regardless what stage of life she's in or what current endeavor she's working, Joan Lunden will always be that television morning host role model for this scribe.

Interviewing Ms. Lunden for her insight on healthy cooking and the advancements in cookware was a rare perk.

With the previous "Downton Abbey" recipes and serving article for Christmas and New Year's Eve then New Year's Day, this cookware couldn't arrive at a better time for the stress-out cook,...in a tight space on a tight time line on a tight budget.

Thank You, Ms. Lunden.   













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