Baking Steel, the Michigan-based direct-to-consumer kitchenware business that sells the original pizza steel, has been quietly expanding its product line over the years. The flagship Original ($129, ¼" thick pizza steel) remains a popular choice for home cooks looking to achieve crisp bottoms and better oven spring in their pizzas. But now, Baking Steel offers an array of products designed to enhance cooking experiences across various culinary pursuits.
The company's recent additions include griddles for stovetop use, cherry wood pizza peels, pumice cleaning bricks, dough recipe kits, and accessories. These products cater to a diverse range of cooking needs, from preparing perfectly seared steaks on a griddle to maintaining a pristine oven with a pumice brick.
Baking Steel's growth is not limited to its product line. The company has expanded its reach by selling direct via bakingsteel.com (Shopify), on Amazon, and at Sur La Table. This multi-channel approach ensures that customers can easily access Baking Steel products regardless of their preferred shopping platform.
Despite the expansion and diversification, Baking Steel's core philosophy remains unchanged. The company continues to focus on creating high-quality, functional kitchenware that enhances cooking experiences for home cooks. This dedication to quality and functionality has been the driving force behind Baking Steel's success since its inception in 2012.
Baking Steel's founder, Andris Lagsdin, invented the original pizza steel after reading in Nathan Myhrvold's Modernist Cuisine that steel conducts heat better than stone. He prototyped it from a steel slab at his family's Stoughton Steel Company. The product launched on Kickstarter in 2012 and gained widespread attention after Kenji López-Alt reviewed it on Serious Eats.
In conclusion, Baking Steel's continued growth and diversification are a testament to the company's commitment to providing high-quality kitchenware that enhances cooking experiences for home cooks. As they expand their product line and reach new customers through various channels, it's clear that Baking Steel is here to stay. And with new products like griddles, pizza peels, and cleaning bricks, the future of direct-to-consumer kitchenware looks bright indeed.
