When a pizza hits the stone in a blazing hot pizza oven, or the lid is lifted on a grill on a warm summer day, something special happens. Not only around the food, but around the entire experience. For many, outdoor cooking has become more than just dinner. It has become a passion where people geek out over temperatures, dough, ingredients and techniques - and where the process itself is just as important as the result on the plate.
Outdoor cooking should be experienced in practice
That is exactly why Witt Denmark A/S is increasingly prioritising consumer-focused events, trade fairs and hands-on activities where the products can be experienced in practice. Where people can ask questions, try things themselves and feel the difference with their own hands.
Throughout 2026, Witt Denmark A/S has participated in a number of outdoor and food-related activities across Europe, including Ferie for Alle in Denmark, the JDC Garden event in France, GRILLAT in Sweden, as well as several local workshops and events focused on grilling, pizza and cooking under the open sky.
Most recently, the car is once again being packed with pizza ovens, grills and equipment for the next stop on this year’s outdoor tour: GrillEvent at Homeshop in Kjellerup on Saturday, 30 May.
Products should be felt – not just seen
There is a huge difference between seeing a pizza oven online and actually standing with a pizza peel in your hand in front of a blazing hot stone. In the same way, a grill offers a completely different experience when you are standing by the heat yourself, hearing the sizzling on the grate and feeling how intuitively it works in practice. That is precisely why Witt Denmark A/S prioritises events and workshops where consumers have the opportunity to try the products themselves and experience them where they make the most sense: in use.
Within the outdoor category, the universe includes Witt Pizza, Outdoorchef, Everdure and NomadiQ - premium brands created for everything from quick weekday meals to long summer evenings around the grill or pizza oven.
When the products leave the showroom and enter real -life, an entirely different dialogue emerges. Features, temperatures and design suddenly become something tangible — something you can feel with your own hands - creating a far more authentic impression of the products in practice.
When SuperMarco filled with flour dust and pizza enthusiasts
One of the clearest examples of this approach this year was the launch of three new Witt Pizza ovens at SuperMarco in Copenhagen earlier this year.
Over two evenings, pizza lovers, food enthusiasts and industry professionals were invited into SuperMarco’s Italian food universe, surrounded by hot ovens, the smell of freshly baked dough and plenty of pizzas straight from the stone. The interest was overwhelming. Thousands entered the draw for tickets to the event, and around 80 pizzas were baked during the two evenings.
But the most remarkable part was the atmosphere in the room. Some people were working with pizza dough for the first time. Others stood discussing hydration, baking times and temperatures. Tips were shared, toppings tasted and details geeked over while pizzas moved in and out of the ovens.
It quickly became clear how much the experience changes when people are allowed to become part of the process themselves. When they stand with flour on their hands, stretch the dough, slide the pizza into the oven and follow it all the way from raw ingredients to crispy crust and bubbling cheese. At the same time, they discover how intuitive and easy the ovens are to work with.
There is room here for both those who obsess over dough, hydration and carefully selected toppings- and those who run to the supermarket at 5:30 PM for ready-made dough, top it with grated cheese and pepperoni, and still end up with a fantastic pizza experience. That is exactly what makes pizza so enjoyable: everyone can join in, and you decide for yourself how deep you want to dive into pizza geekery.
Created from a passion for pizza
Witt Pizza originates from a passion for pizza and a desire to make it easier to create great food experiences at home.
At Witt Denmark A/S, innovation is not only about technology and performance, but also about developing products that feel intuitive and fun to use. Products that invite people to try the process themselves, regardless of experience level.
Pizza quickly becomes something people gather around. Not necessarily because it has to be perfect, but because it is cosy, social and satisfying to create something together.
“What makes these events special is when people get the opportunity to try the products themselves. You can feel the energy immediately once they stand there with dough in their hands or get to work with the ovens and grills in practice. It creates a completely different dialogue and gives people a genuine sense of the products,” says Anders Rye Hansen, Product Manager Outdoor at Witt Denmark A/S.
At the same time, he sees the interest in outdoor cooking and homemade pizza continuing to grow.
“Many people are passionate about it today. It is not only about making food quickly - it is also about the experience around it. That is why it makes perfect sense for us to meet consumers in person and create settings where they can try things themselves,” concludes Anders Rye Hansen.
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For further information, please contact:
Witt PR Department
Mail: presse@witt.dk
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About Witt
Witt Denmark A/S develops and distributes innovative, high-quality products worldwide. The company operates through subsidiaries in the Nordics, the UK, Ireland, Benelux, the Baltics, Germany, and Austria, and collaborates with trusted partners. Its portfolio ranges from baby products and outdoor collections to advanced kitchen appliances and premium tea.
Witt’s commitment to innovation and quality also extends into the world of experiences, including the Michelin-starred Restaurant domæne as well as clinics for beauty and sports. At Witt, we continuously strive to set new standards for outstanding design and service. Learn more at: Witt Denmark - Global Brand House
