Joseph Joseph Wants To Reinvent Microwave Cooking

Nuke your dinner better?

"Make the greatest cooking discovery since fire," touts a 1970s ad for an Amana microwave. When microwaves first burst onto the market, they spoke of new technology, innovation, and efficiency. In the decades since, they've mostly become a way to reheat leftovers and to whip up popcorn or dorm-room fare. The folks over at Joseph Joseph—the company known for its genius space-saving housewares—want to change the way you think about making full meals in a microwave with specially engineered cookware.

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