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Launching the world’s first round kitchen towel was no easy feat but Acumen took the brief and delivered something truly exceptional

Acumen Design Associates' work on ‘Ora’ the all-round kitchen towel from British company Better All Round has been recognised by the Design Business Association, after it was presented with a Silver award at the 2016 DBA Design Effectiveness Awards.

The DBA Design Effectiveness Awards champion the role of effective design in the creation of business growth, and has showcased the best partnerships between businesses and design agencies since its inception almost three decades ago.

Ora, the world’s first all-round kitchen towel, won Silver in the Household Goods category. Ora was successful against demanding criteria and was judged by leading figures from businesses including Royal Phillips, Virgin Media, Diageo, Mondelez International and Lego.

Ora is the first product to come from British consumer goods company Better All Round, founded by entrepreneur, Oday Abbosh.

Oday Abbosh, CEO & Founder, Better All Round, comments, “We’re delighted to have won Silver at the DBA Awards. Launching the world’s first round kitchen towel was no easy feat but Acumen took the brief and delivered something truly exceptional. The launch of Ora brought genuine innovation to the paper category for the first time in decades and we’re thrilled that its ‘one hand grab’ feature and contemporary, stylish look has really resonated with consumers.”

Ian Dryburgh, CEO and Founder of Acumen Design Associates, comments, “Entering the DBA Awards is a serious commitment, requiring significant work to ensure the judges understand the story behind the design, as well as the end-to-end process. Winning the award is a huge compliment to the success of the project and demonstrates the value that innovative and entrepreneurial design thinking can bring to traditional products.”

For more information on Acumen Design Associates click here.

Ora is now available in some 1,300 Tesco stores. For more information on Ora and Better All Round click here.


For additional information, please contact:

XL Communications
Ben Ralph

Better All Round Ltd
Nicola Formoy
m. +44 7843 529537

About Acumen

Acumen Design Associates is a multi-award winning product and transport design company, committed to delivering innovation and transformative design. During its 30 year history the company has created market leadership for many global blue-chip companies, designing disruptive products in sectors as diverse as aviation, marine, rail, life sciences, FMCG, and consumer product design. Acumen has worked with brands such as British Airways, Etihad, BP, Britax Childcare, Sunseeker International, Recaro, Lewmar and Amersham International.

About Better All Round
Ora is the first product to come from British consumer goods company, Better All Round (BAR) and is proudly made in Britain.

Ora is the innovative kitchen towel that is round instead of square, with each stack containing the equivalent of two traditional kitchen rolls. With no perforations it offers an easy one-hand grab so there is no tearing, no unravelling and no wastage.

Not only is Ora stylish and contemporary but it is also a more environmentally friendly product. Its unique conical shape means that 30% fewer lorries are on the road and 20% less packaging is required than other leading kitchen towel brands.

Ora is exclusively available in over 1,300 Tesco stores nationwide priced at £1.90. In February 2016 Ora launched a new Handy Pack priced at £1 and a Ora Holder priced at £3.

For more information please visit the website

This press release was distributed by ResponseSource Press Release Wire on behalf of XL Communications in the following categories: Food & Drink, Business & Finance, Media & Marketing, for more information visit