AEG then set about showing what it meant. Following the launch of PizzaExpert last year, one of the stars this time around was the new 7000 OnePot Pasta hob, AEG’s first hob with a dedicated pasta function.
Christopher McKinnon Duncan, SVP Product Line Food at Electrolux Group, demonstrated it alongside two-Michelin-starred Italian chef Davide Oldani. And if you are going to claim your hob can automatically cook pasta, having an Italian chef standing next to it certainly raises the stakes. Ingredients go into one pot, the user selects
22
‘When technology becomes simpler, we believe that life becomes better’
AEG arrived at IFA with plenty of new technology, and even bigger ambitions for the UK. ERT’s Will McGill caught up with Leandro Jasiocha, Head of Region EMEA at Electrolux Group, to talk growth, innovation and why the brand believes there is plenty more ground to gain.
P
asta, pizza and a vacuum cleaner that can blow up your airbed. AEG certainly gave ERT plenty to get its teeth into at IFA this year.
But once the pasta had been
cooked and the airbed inflated, there was a more serious message coming from the AEG stand in Berlin. The brand wants to grow, it is backing that ambition with new products and investment and, importantly for ERT readers, it believes there is plenty more room for it in the UK.
Opening AEG’s press conference, Leandro
Jasiocha, Head of Region EMEA at Electrolux Group, asked how often consumers accept unnecessary complexity simply because that is how things have always been done. It tied neatly into the brand’s ‘Challenge the Expected’ positioning and its theme at IFA this year, ‘The Art of Hosting’. “When technology becomes simpler, we
believe that life becomes better,” Mr Jasiocha told the audience.
the number of portions and the hob takes care of the cooking process, without the need for constant stirring or watching over it. AEG stated that it is already developing further programmes for vegetables, rice and curries. But after the press conference, ERT sat down with Mr Jasiocha to find out what all this innovation means for the business, and where the UK fits into its plans.
Plenty more room IFA 2026 was Mr Jasiocha’s first since taking responsibility for Electrolux Group’s EMEA business at the beginning of the year, although he is certainly no newcomer to the company. He has spent almost 30 years with Electrolux
Group, working across Latin America, Europe and Asia, and most
recently led its Latin
American operation. Now, he says, the priority is continuing the
growth of the Group’s two main brands in the region, Electrolux and AEG. “We have done some very important product launches in previous years,” he tells ERT. “What you see here at IFA is that we are building on what we have done.
“The priority for us is to keep delivering meaningful innovations to our consumers.” AEG’s performance in Germany gives
Mr
Jasiocha confidence. He says the brand is currently the fastest growing in the German market, following double-digit growth over the past two years.
The challenge now is bringing more of that momentum to Britain.
“The UK for us is a very important market for AEG,” he says. “We want to replicate the same in the UK. We want to make AEG a growing brand and a brand that is more and more known by British consumers.”
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