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Refrigeration Electrolux Inspiration fridge freezer


continuing photosynthesis in fruit and vegetables. Beko has also created


‘Freezer Guard’ technology for the freezer compartments to enable consumers to achieve greater cooling capacity by housing a fridge- freezer in their garage or outbuilding. Caple’s CAFF20 ‘smart’ fridge freezer incorporates the use of vitamin C+ technology which will help to keep food for longer. Its other features include wave lighting, which produces a similar spectrum to the sun, allowing food to continue to photosynthesise. Hoover’s next generation of


refrigeration, Dynamic 2.0, features no frost pulse technology which delivers a uniform temperature within the fridge and freezer. The fridge also operates at a 37% humidity level which is ideal for storing food, resulting in better food preservation, and a cool zone chiller that operates between 0-3 degrees. The Ultima, Hotpoint’s new range of


freestanding fridge freezers features a ‘Air Tech Evolution’ system that pushes cool air into the fridge through multiple apertures running the full height of the cabinet, achieving perfect temperature control.


Miele's MasterCool refrigeration appliances are state-of-the-art products designed for discerning consumers. They


have a food-driven menu system that is easy to view, understand and adjust for each of its four independent MasterCool zones within the cabinet (meat, fish, dairy and deli). The appliances feature Drop&Lock system that uses a slide rail system to move shelves and door fittings with a one-handed 'tilt up and slide motion'. After the user stocks fridge or freezer with a new food load, it will activate the Super cool or Super freeze function that will override the thermostat and rapidly cool the cabinet down to just under 2 degrees in the fridge and -30 in the freezer. In 2012, Whirlpool is


introducing new combi and


side-by-side models. Many of them will incorporate the company’s 6th Sense control and they will feature ‘Fresh Control’ technology that monitors and controls not only temperature but also humidity throughout the appliance. The range boasts new aesthetics and sizes, including a 70cm wide double door model, and A++ energy rating.


Design


As entertaining at home becomes more popular, the design of home appliances becomes even more important. Customers are getting bolder in expressing their personalities through the choice of colours. Slight re-wording: Smeg’s FAB


refrigeration, which in addition to bold


colours now includes patriotic designs, such as the Union Jack and St George models, continues to have a large customer following. This year, however, a number of other manufacturers are boldly waving the colour flag. Baumatic’s newly launched Sins collection of frost free combi fridge/freezers, not only offers a generous capacity of 335 litres, but also a striking design. “Made from coloured glass and stainless steel, the Sins are designed to entice and enthral, offering an irresistible array of colours as well as a tantalisingly sleek and smooth finish. Available in pink, red, black, white and ivory, the Sins’ chic look brings something different to the market,” explains Rita Balestrazzi, marketing manager at Baumatic. Colour is also making a statement in the new Electrolux Inspiration range that includes models in red, green, brown and black, all with separate cooling systems to maintain the right humidity to keep foods fresh. Also the new Gorenje Retro range not only offers A++ rating but also new vibrant colours.


Finally In the recession all consumers are looking for extra value, whether it is additional capacity, energy efficiencies, better food preservation or sleek design. Yet, they rarely realise how much modern refrigeration has to offer and how it can contribute to solving everyday housekeeping problems. This fact creates a real sales opportunity for retailers. ■


Premium refrigeration lead value growth


The refrigeration market had a positive year as value sales rose by £16m for the 12 months to February 2012, with the category now worth nearly £700m. This added value was driven by the encouraging performance of the premium markets. The high end American style, side-by-side refrigerators were the main initiator of the growth, contributing a further £8m to the total value market. These aspirational fridge freezers have enjoyed a considerable comeback after suffering in the early stages of the recession and now account for 14% of value within the cooling category. Traditional fridge freezers remain the key driver within the refrigeration sector, and with sales increasing to nearly £430m, they are worth almost two thirds of the total value market. Price inflation of 2% across this popular segment has also reinforced the overall value growth of the market.


Richard Allen, GfK account executive, MDA, richardp.allen@gfk.com


20 The Independent Electrical Retailer May 2012


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