May 2024
ertonline.co.uk
SharkNinja goes big with David Beckham, air fryer shaped restaurant and Fred Sirieix
SharkNinja has revealed David Beckham as its new Global Brand Ambassador and, in the same week, it opened its doors to its new Ninja Double Stacked Air Fryer pop-up restaurant on London’s Southbank, with Fred Sirieix on hand to meet and greet attendees. The company’s multi-year partnership with Mr Beckham aims to communicate its performance-based approach to product design and the two will work together to demonstrate current and future products. Mr Beckham said: “I love to be at home creating meals for my family either in the kitchen or cooking
outside so I’m delighted to partner with Ninja to help bring greater awareness to their amazing products. I look forward to working with their fantastic team.” In other news, SharkNinja has opened its own pop-up restaurant… built to look like its new Ninja Double Stack XL Air Fryer! Located on London’s Southbank, TV’s Maître D, Fred Sirieix, was on hand at the opening to serve up some treats. Tracey Scully, Managing Director at SharkNinja UK,
said: “At Ninja, we’re passionate about empowering home cooks to explore culinary horizons. The Ninja Double Stack Air Fryer XL is a testament to our
commitment to innovation, and we’re thrilled to work with Fred Sirieix to bring this exciting vision to life.”
Miele celebrates 125th anniversary with huge new consumer competition
Haier announces 400% more brand investment and its new project ‘Haier Boost’
Haier has unveiled its newly named company Haier Smart Home UK & Ireland at its event which took place at London’s Icetank; it said it aims to become the undisputed leader in the smart home in the UK and Ireland. The company also revealed it has developed a new connected smart home appliance product called the “Smart Cube” which includes an Inverter, battery storage, EV charger and Heat Pump controller all combined in one unit. Jim McEwan, Chief Commercial Officer for Haier Smart Home UK & Ireland, outlined the manufacturer’s headline project, which is called “Haier Boost”. He said: “In line with our goals, all our products will be connected to the hOn app by the end of 2025.” “We have spent 350 million euros on factories in Europe over the last four
years. They are efficient and all our factories are at least part powered by solar. What we offer is the best energy solutions for the consumer.” The company is also investing 400 per cent more in the Haier brand and continues to invest in “green technology”, it was awarded Terra Carta seal of approval for sustainability.
Haier also announced its X11 Washing Machine, featuring Ultra Fresh Air technology which prevents bacteria and odours from building up for up to 12 hours.
This year, Miele is celebrating its 125th anniversary; to mark the occasion it has launched a new campaign called ‘Long Story Short: 125 years of Quality,’ offering consumers the chance to win £125,000 and more. John Pickering, Managing Director for Miele GB, emphasises the campaign’s
benefits to Miele’s trade customers: “This incredible competition is a celebration of Miele’s journey from humble beginnings to technological leadership. It’s about forging a connection with the future, encouraging customers to experience the lasting innovation that Miele embodies.” Back in 1899, Miele’s
first product was a simple butter churn. Now, the manufacturer creates state-of-the-art home appliances with the same qualities of innovation and excellence that have remained constant throughout its history. Mr Pickering said that this competition is a tribute to the brand’s legacy, connecting its historical ethos with the cutting-edge features of its contemporary products. The campaign is running until 30 April 2025! Consumers purchasing their Miele appliance will be offered the opportunity to enter into a draw with a chance to win a grand prize of £125,000, the draw for which will take place in July 2025. In addition to this, Miele is offering monthly prizes where participants stand a chance to win one £150 voucher or one £250 Miele voucher which can be redeemed against Miele products or events. The promotion is open to customers in the United Kingdom and Republic of Ireland.
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