SMALL DOMESTIC APPLIANCES
Introducing the I-Master Series 5 from Haier
Home appliance manufacturer, Haier UK has launched its first-ever range of small kitchen appliances. Housewares Magazine editor, Anjali Sooknanan finds out more following a visit to the company’s showroom.
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n September 13, Housewares Magazine was invited to the Haier showroom at the Business Design Centre, Islington for a first look at its first-ever range of small kitchen appliances. Comprising a sleek black look and innovation at the forefront of the design, the seven-piece collection has been created for consumers to complete their kitchen with the entire range. “Haier has three key values: unique advanced technologies, tailor-made experiences and superior design. Our KSDA range has been developed with these in mind, combining innovative features, the ability to customise output to suit personal taste and a stylish brushed black Inox silhouette. Our target consumers are urban techies who are early adopters and love innovative features, as well as aspirationals, who are sophisticated, love cooking and seek products made from premium materials that express their own style. We combined these needs to create the I-Master Series 5 range. We know from our research that aesthetic appeal is a key driver in KSDA, especially for products that sit on the countertop, rather than being put away in a cupboard. Consumers have been making bolder choices when decorating their kitchens, going for rich dark blues, forest greens, or contemporary black, rather than the whites and creams of previous generations,” says Catrin Davies, senior product manager at Haier UK.
A look at the range The range has been created from an extensive research and development process with a clear focus in mind, as Davies adds “Following our successful growth in MDA over the last few years, we wanted to expand our product offering. We started by looking at the size of the markets in the UK and in our other key European territories to identify the most popular products, then moved on to an intensive period of user research. Through surveys and focus groups, we drilled down into the positives and negatives of current products so that we could develop products to solve their pain points and offer a point of difference. Our final seven products sit in three distinct market segments: breakfast, food preparation and cooking,”
Breakfast Toaster Thanks to its touch user interface with seven toasting levels, 21 customized programs and up to a 25% larger slot depth, it is able to achieve uniformly toasted bread, no matter the dimension and consistency.
The small slice function toasts small breads evenly without burning the edges and the crispy side setting allows you to toast the
22 | October/November 2023
Food preparation Hand Blender
The Haier I-Master Hand Blender Series 5 gives you the ability to blend any food. A valuable appliance that combines style, three sharp blades and adjustable speed to offer a revolutionary cutting experience.
cut side of a bagel leaving the outside soft and chewy. There is also a favourite function allowing you to save your preferred setting and access it at the touch of a button. A hygienic anti-dust lid is also included to keep the inside of the appliance clean whilst not in use.
Multi-Beverage Make hot drinks such as tea, hot chocolate, americano or latte with one compact device. You can also prepare a customised hot chocolate using milk and squares of your favourite chocolate bar.
Kettle
The Haier I-Master Kettle Series 5 allows you to extract the maximum flavour from your beverage, with seven temperature settings optimised for coffee and delicate tea varieties. Precise temperature control and the option to boil just a single cup (0.25l) allows you to save up to 40% energy and reduce water waste. The kettle has a touch interface and Keep Warm function. It is also easy to clean inside, thanks to the removable lid and 13cm wide opening.
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