In 1970, Corelle dinnerware was introduced. Its construction was developed by research scientists, who developed a process thermally bonding three layers of glass. The special enamels that comprise the decorative portion of Corelle pieces become an overall component during the dinnerware construction process, so the patterns last as long as the dishes do. This construction also provides the versatility to reheat and cook food in conventional or microwave ovens. Corelle also guaranteed to replace any of its dinnerware that became chipped, cracked, stained, or broken within two years after purchase, not even requiring a receipt. This guarantee was a first for dinnerware in its price range.
The everyday dinnerware field lacked a strong brand identity in those early days, and Corelle’s extensive research prior to introducing the line had revealed that people wanted daily-use dinnerware that looked like china but was dishwasher safe and durable. Corelle found their niche quickly and sold 40 million pieces within 18 months, an industry record before and since that time.
