Challenge 25 approved for use with bladed items

The British Home Enhancement Trade Association (BHETA) is to provide officially sanctioned Challenge 25 artwork to suppliers, retailers and delivery companies involved in the legitimate supply of age-restricted bladed items such as kitchen knives and DIY and garden tools.

The collateral, which is available through BHETA’s member services team, includes artwork for labels, posters, shelf barkers and badges for use in-store – plus artwork for supplier packaging and labels for outer cartons used in home delivery.

The material has all been approved by The Wine & Spirit Trade Association (WSTA), which created the original Challenge 25 concept for use in the sale of alcoholic drinks, and the Metropolitan Police’s ‘Knife Crime Steering Group’.

Challenge 25 is a scheme that encourages anyone who is over 18 but looks under 25 to carry acceptable ID (a card bearing the PASS hologram, a photographic driving licence or a passport) when they want to buy alcohol.

BHETA’s move comes ahead of the forthcoming new Offensive Weapons Act and aims to make it easier for the housewares industry to comply with the new rules.

BHETA marketing manager Stephen Richardson commented: “The original Challenge 25 concept was all about making in-store enforcement of age restriction easier for retail staff and this remains a really important objective.

“BHETA has extended the initiative, however, to include supplier packaging for the first time; and to include labels for outer packaging to remind delivery companies of their age restriction responsibilities regarding parcels.”

BHETA created a consultative taskforce comprising a selection of UK retailers and suppliers of bladed items, following lobbying initiatives in 2018. The taskforce’s objective is to promote and enable safe and responsible retailing in the sector and its remit covers product design, packaging, instore security, merchandising and checkout procedure, consumer education and staff training.

Participants include John Lewis & Partners, Sainsbury’s, Asda, Dunelm, TK Maxx, Elys of Wimbledon, Harts of Stur, Taylor’s Eye Witness, Amefa, Fiskars, Meyer, Haus, Burton McCall, Kuhn Rikon, Rayware and Robert Welch Designs.

For more information about BHETA lobbying, Challenge 25 and the BHETA responsible knife retailing campaign, contact BHETA’s member services team on 0121 237 1130 or visit

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