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PREMIUM SDA Home Appliances


July/August 2021 ertonline.co.uk


The second launch is the Espresso


Collection, comprising the Espresso Machine (which includes automatic smart dousing technology), Milk Frother Attachment and Burr Coffee Grinder. Ms Simpson continues: “We are exploring


new ways to tell the brand’s story across various platforms to resonate among a wider audience, including Gen Z and millennials; home making is no longer the preserve of ‘grown-ups’. “KitchenAid is rightly perceived as a


22


From KitchenAid, the latest introduction is the new Cordless Collection (above) including a Hand Blender, Five-Cup Chopper and Seven- Speed Hand Mixer, giving adventurous cooks and bakers all the power and freedom they need. These first came in Empire Red and Matte Black, but Almond Cream and Matte Grey have since joined the line-up. “We also recently launched the Artisan


K400 Blender (far right) to rave reviews from professional chefs and consumers,” says Helen Simpson, Marketing Manager UK and Ireland, KitchenAid SDA. “The stable die-cast metal base, 1.5 peak HP


motor and unique asymmetric stainless-steel blades create a mighty blending vortex to tackle the trickiest ingredients head on.” There are two important launches this


Autumn as well. First, the new KitchenAid all-in-one Bread Bowl with Baking Lid, working with both the 4.3 and 4.8 litre iconic Tilt-Head Stand Mixer, easily mixes, kneads and proofs bread before baking. The lid traps the steam to create an environment similar to a traditional steam oven, while the durable ceramic bowl design retains and delivers even heat throughout the baking process.


All the irons have a Pristine Finish


Ceramic Soleplate to glide over all fabrics and protect the clothes, while the technology on the Turbosteam Pro with IntelliTemp automatically selects the optimum temperature. Meanwhile, when it comes to cooking,


Morphy Richards is also expanding its line-up. Like the Titanium slow cooker (below), for example, available in 3.5 and 6.5 litre sizes and ties into the colour palette as the Pantone Colour of the Year


The steam iron market was worth more than £66 million in the year to September 2020 and as life returns to “normal” and people start needing smarter clothes again, this market sector is sure to grow even further. Charlie Stafford, Consumer Marketing


Manager at Morphy Richards, says the brand’s new Turbosteam range (above) – launching soon – is one of the most powerful appliances it has brought to market. “We wanted to deliver appliances that


not only make ironing easier for consumers, but also to help them protect their clothes. Also, the new Turbosteam, Turbosteam Pro, and Turbosteam Pro with IntelliTemp models will heat up in just 40 seconds.”


premium range, and colour has been at the heart of our success story combined with legendary design. And seeing the brand on every UK cookery TV programme drives the consumer’s desire to have the same appliances used by professional chefs and cooks. “But over the years we’ve


developed tools to appeal to every pocket in order that everyone – no matter what their skill level – can discover new, easy ways to make everyday meals extraordinary.”


‘Ultimate Gray’, the non-stick aluminium pot allows food to be seared on the hob before using it in the slow cooker. “For 85 years, Morphy Richards has been


designing products that support the consumer – and the pandemic has highlighted the need for that to continue,” explains Morphy’s Debra Beckett. “Our research has shown that consumers want sustainable products that are reliable and are built to last, but that also deliver results, save time and make their lives easier.”


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