New range of products from the British chef will be offered as part of in-store loyalty programs.

Retail marketing company TCC has partnered with the WWRD Group to launch a range of kitchen products featuring celebrity chef Gordon Ramsay.

The Gordon Ramsay Gourmet line will include cookware, dinnerware, glassware and kitchen knives, which retailers can use to reward shoppers when running in-store loyalty marketing campaigns.

Shoppers will be able to collect the Gordon Ramsay Gourmet range by redeeming bonus points awarded for spending in-store at participating retailers.

“The addition of Michelin-starred chef Gordon Ramsay further bolsters our portfolio of some of the world’s biggest consumer and entertainment partner brands," says Richard Beattie, chief executive officer, TCC. "The Gordon Ramsay Gourmet range has been designed to bring the professional standards of the most demanding chefs into the kitchen at home, and we believe that shoppers will go out of their way to collect them. We therefore look forward to working with our retail partners across the globe to create and deliver high-impact Gordon Ramsay marketing campaigns that support their strategic priorities and grow sales.”