Skip to content

Our Story

Since launching in Brisbane in 2010, Icon Chef has been an established leader in Australian home & kitchenware brands with a focus on delivering useful, high-quality products. Icon Chef was created to meet the need for simple, innovative kitchenware products that were easy for customers to use. Over the past 10 years, we’ve developed from just a few core products to introducing a wide variety of unique ideas and international award winning products to our range.

As a brand, our focus has always been to provide customers with high quality and innovative products. Our product range includes kitchenware for food preparation, cooking and baking, to storage and kitchen organisation, to entertaining guests.

Since launching with the original Veggie Twister, in partnership with Swiss kitchenware innovators Betty Bossi, we have always tried to find new ways to help Australians find new, fresh ways to include vegetables in our diets, and our range is a great place to start looking for ways to introduce healthy eating to your lifestyle. You can follow us on Instagram and Facebook for healthy eating inspiration and recipes.

Partnerships and the NBCF

Icon Chef and our national distributor, Oceania Trade Link, are proud to be a corporate partner of the National Breast Cancer Foundation.

Since 2007, Oceania Trade Link has donated more than $100 000 from the sales of National Breast Cancer Foundation partnered products, including a number of Icon Chef products created exclusively for the NBCF in their signature shade of pink.

A portion of each sale from all eligible products are donated to the NBCF. Look for the NBCF logo in the product description, or shop the NBCF partnered range here to make a purchase that will help fund the NBCF’s life saving research.

Featured Artists

Tori Stowe

With a love for everything Australian, South African artist Tori Stowe’s work is inspired by her regular trips to our sunburnt country. Known for incorporating inspiration from across the world into her designs, Tori’s exclusive range with Icon Chef is the essence of what the world loves most about Down-Under. Her designs are refreshing and bright, and bring lightness to our range of wine buddies, bottle carriers, lunch buddies and market totes. Shop the range here.

Michelle Pike

Icon Chef is proud to work with renowned Australian illustrator, Michelle Pike. With a classically Australian sense of humour and designs brimming with personality, Michelle’s pieces perfectly capture the laid back, free spirit of Australian culture. Her designs bring a sense of fun and colourful whimsy to our range of wine buddies, bottle carriers and lunch buddies. Shop the range here.

Icon Chef in Press


Master chef Miguel Maestre gave us all a glimpse of how easy the Icon Chef Veggie Twister is to use on Channel 10’s “The Living Room”. Thanks to its unique enclosed blade design, the original Veggie Twister is safe for anyone to use (Though as always, please make sure to supervise your little ones in the kitchen!)


Demonstration chef Carmel has been a long-time fan of our Veggie Twisters, or indeed anything that can get the kids eating their “Two & Five” (that’s two serves of fruit, five serves of veggies for those of you who haven’t been following along – and that’s every day!). This is her demonstrating to a crowd at the Calamvale cooking show.
Learn more about the Icon Chef Veggie Twister here.