M-Cuisine by Joseph Joseph

Youmeus were approached by Joseph Joseph to extend their brand into microwave cooking, the result was M-Cuisine. A new concept comprised of 6 products which enables you to cook and prepare a variety of meals using the microwave.

Youmeus combined consumer insight with ethnographic research to understand the history of microwave cooking and the role the microwave plays in today’s society. Their research revealed that although 80% of consumers own a microwave it is rarely used for anything beyond reheating leftovers or cooking ready-made meals.

Watch Make more of your microwave here

For more information please visit:



Found in:
1 September 2015