Corning Consumer Products Company Unveils New Company Name and Identity; New Name, World Kitchen, Inc., Captures Company's Strengths and Future Vision.

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CHICAGO--(BUSINESS WIRE)--Jan. 14, 2000

Corning Consumer Products Company, the 82-year old housewares products manufacturer, today took a bold step into the new millennium by unveiling a new corporate name and identity. The company will immediately begin conducting business globally as World Kitchen, Inc. with a new corporate signature that will identify the company around the world.

"The launch of our new corporate name reflects the profound evolution that we have gone through during the past two years," said Peter Campanella, president & CEO. "During that time we have effectively established ourselves as an independent organization, solidified our operations, and doubled the size of our company by completing two major acquisitions (EKCO Group, Inc. and General Housewares Corp.). We are well positioned to meet the new century head on.

"The name World Kitchen stakes a claim as to who we are and what differentiates us - powerful, trusted consumer brands, a solid global presence, strong industry and category expertise, and talented, energized employees. Our new identity heralds a stronger, more vibrant and forward-thinking company," said Campanella.

The new company name and identity were unveiled to housewares industry executives and media during a reception just prior to the opening of next week's International Housewares Show in Chicago. It was also rolled out to company employees worldwide through on-site events at each corporate facility.

According to Campanella, the new company name will be marketed primarily to housewares trade customers, employees and the financial community and will serve as an endorser for the company's well-known consumer brands including: Pyrex(R), CorningWare(R), Revere(R), Corelle(R), Visions(R), EKCO(R), OXO(R) and Chicago Cutlery(R).

To create the new name and look, the company's Corporate Communications team worked closely with San Francisco-based Metaphor Name Consultants and Harp & Company of New Hanover, NH. The new identity will soon appear on company facility signage, business cards and other corporate media around the world.

According to Paul Thonis, manager of design, the goals of the team were to create a unique, over-arching identity that would represent some of the industry's most powerful kitchenware brands, and then to drive it with consistency across all of the company's business units.

"Our process started with a clean sheet of paper," said David Lanzillo, senior manager of corporate communications. "The goal was to combine our company's great tradition for quality and reliability with our new entrepreneurial spirit and global focus. The new name and design captures this important mix and bolsters our position as a leader in the housewares industry."

In April 1998, Corning Consumer Products Company was sold by Corning Incorporated and became an affiliate of Borden, Inc. and member of the Borden Family of Companies. Each member of the Borden Family is privately owned by its own management and by affiliates of the investment firm Kohlberg Kravis Roberts & Co. As part of the sale, CCPC retained the rights to continue using well-established consumer brand names including CorningWare, Pyrex, Revere, Corelle and Visions, but agreed to change its corporate name by April 2001.

On September 17, 1999, Corning Consumer Products Company finalized its purchase of the EKCO Group and on October 21, 1999 completed its acquisition of General Housewares Corp.

World Kitchen, Inc. is headquartered in Elmira, NY. The company posted sales of $533 million in 1998, employs approximately 4,000 people and has facilities in Asia, Australia, Latin America, Canada and the United States.

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