When measuring by volume, a cup is not always a cup – it depends on how you pack that cup.  But a weight is a weight; it does not deviate on the user. 

I like to use spinach as an example.  What is a cup of spinach – loose or packed?  Having too much or too little spinach can effect what is being cooked.  But, an ounce is an ounce.  It does not vary.

FE: Now that consumers are more aware of the benefits of measuring by weight as opposed to volume, what is the primary reason that consumers are buying scales?

LW: Primarily, consumers are buying scales for portion control.  When someone is on a diet, or watching his or her food intake, weighing is so much more accurate. If someone is allowed a food on a certain diet, they want to get the most out of it that they can.  And using a scale is the most precise way is measuring.

However, it is my opinion that scales should be used more for baking. Think about how too much or too little flour can really hinder baking results. But, measuring by weight is not always easy to do, because most USA recipes provide measurements in volume and not weight. For this reason, we have found that our digital scale with measuring cup has been selling – it does the conversion of the 5 key baking ingredients for you; based on the weight, it converts to cups.

FE: What are the essential features consumers should look for when it comes to scales?