LUXURY BRAND


LUXURY BRAND Michael Forbes


AEG: Innovation with purpose


BKU’s Matt Broughton speaks with AEG Lead Product Trainer, Michael Forbes, about award-winning innovation, intelligent sustainability and the technologies shaping the brand’s kitchen portfolio.


industry recognition, major product launches and continued investment in technologies designed to make everyday life easier while reducing energy and water consumption. Reflecting on the year so far, Lead Product


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Trainer Michael Forbes says independent recognition has reinforced AEG’s focus on combining design with performance. “A key moment that’s stood out has been


receiving a five-star reliability endorsement from Which? across our hob portfolio,” he says. “Our 7000 SteamCrisp oven was also named a Which? Best Buy, highlighting the importance of both performance and design within our appliance range.” The accolades have continued, with AEG also


collecting three Red Dot Design Awards while expanding its kitchen portfolio through the launch of the New Favorit dishwasher range and further developments to its cooling products. Attention has now turned to IFA in September,


where AEG and Electrolux will unveil the next stage of product innovation. “We’ll be showcasing our concept, The Art of


Hosting, with the latest AEG technology in action,” Michael explains. “It will include a curated tasting experience showing the journey of food, from preparation to serving and everything that happens in the modern home.” Alongside preparations for IFA, the company


is continuing to build momentum behind its latest dishwasher collection and wider kitchen range.


he first half of 2026 has been a landmark period for AEG, with


One of the biggest launches of the year has


been the award-winning New Favorit dishwasher family, developed around quieter operation, lower resource consumption and improved usability. Rather than overwhelming users with


technology, Michael says the aim has been to make sustainable choices simpler. “The range was designed to make it easier for


consumers to select lower-energy or lower-water programmes,” he says. “Features such as the SmartSelect interface provide simple, intuitive control while continuing to deliver effective cleaning results.” Efficiency sits at the heart of the collection, with


AquaSave technology helping maximise cleaning performance while using just 8.4 litres of water on the ECO programme. Selected models also operate at just 37dB, reducing further with the ExtraSilent function, making them well suited to open-plan homes. “We’re committed to developing intelligent


features that help consumers make informed choices in the everyday use of their appliances,” Michael says. Examples include AI Cool Assist®, which learns


household routines to optimise refrigerator performance and reduce energy consumption, alongside cooking technologies such as CookSmart Touch and CookSmart Touch+, which simplify meal preparation through intelligent controls and curated recipes. AEG’s 7000 SenseBoil® induction hob also


contributes by automatically reducing heat when water reaches boiling point, while Steam Refresh


technology in its laundry range allows lightly worn clothing to be refreshed using up to 96% less water than a standard wash. Looking ahead, innovation remains firmly on


the agenda as the company prepares for the second half of the year. “IFA will be an important event for both AEG and


Electrolux, with further announcements planned across our brands and product categories,” Michael says. Among the products attracting particular


attention is the AEG 7000 MealAssist Oven with PizzaExpert. “It’s the only domestic oven validated by Scuola


Italiana Pizzaioli to deliver restaurant-quality pizza in just two minutes and 30 seconds,” he says. Beyond technology, Michael believes design


continues to play an increasingly important role, particularly as consumers seek more coordinated kitchen schemes. “We know consumers are increasingly looking for


stylish, linear designs and built-in appliances that provide greater flexibility when creating a cohesive kitchen,” he explains. “Matt and gloss-black finishes have also become increasingly prominent, which is reflected in our latest kitchen range.” He concludes by highlighting the importance of


independent retailers in bringing those innovations to life. “We continue to work closely with a wide network


of independent retailers and showroom partners,” Michael says. *”These environments play an important role in allowing consumers to experience our products first-hand and see how they work together within the home.”


30 BKU AUGUST 2026


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