PH Small Electrical_SDA's_GF.qxp_Grid 07/12/2021 12:19 Page 2
PROGRESSIVE ELECTRICAL: MARKET FOCUS
POWERING
Left: The Gastroback Design Toaster Digital has four or two slot models. Below: Multi-tasker: the Tower XpressPro Combo 10in-1 Digital Air Fryer Oven.
AHEAD
Small electrical appliances for food preparation and cooking are bringing elements of the professional kitchen into our homes. Meanwhile, consumers are considering the impact that SDAs such as kettles and toasters have on their home-life and environment. PH plugs in and charges up to look at some of the latest electrical showstoppers.
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onsumers want more from their countertop electricals, as Gary Sharp, group SDA sales director at RKW points out. He acknowledges: “The marketplace has seen a rise in demand for multi-use appliances that meet the growing need for convenience in daily life; consumers recognise great value in multi-functional products and time-saving benefits.” In addition, Gary recognises various other factors influencing demand for SDAs: “We’ve also witnessed a burgeoning interest in health and wellbeing, with more and more consumers growing conscious of how to healthily prepare meals at home. There are other influencing factors when it comes to the purchase decision, such as cooking speed and energy consumption, with utility costs rising across the UK.” Gary picks the Tower XpressPro Combo 10-in-1 Digital Air Fryer Oven as the “perfect illustration” as to how Tower is addressing consumer needs and lifestyle trends. “With new accessories allowing 10 different ways to cook and a printed recipe book demonstrating its multi-use functionality,
consumers receive more value from their purchase, saving time and kitchen space versus the use of multiple appliances,” he confirms. Moreover, combining both health and time-saving benefits: “The Xpress range uses Tower’s acclaimed Vortx technology, reducing fat by 99% while cooking 30% faster than a conventional oven.” Product development at Gastroback also demonstrates demand for multi-tasking appliances, including toasters. For example,
Hey good looking! “Ever since the first official Covid lockdown in the UK, the home has returned to being the central hub and HQ for everyone,” reflects Sachin Bagga, managing director of Haden. “Right from single first-time renters, couples with their fur babies to empty nesters – the time we spend in our kitchen, whether you love to cook or not, has increased greatly.” Addressing the demand for attractively coordinated countertop appliances, and, notes Sachin, “staying true to our ethos of curating quintessentially British kitchen products,” Haden launched its Dorchester kettle, toaster and microwave earlier this year. The appliances are available in a Cotswold style sage green or pebble grey. The Dorchester kettle is “the perfect choice for the home working hot desker,” states Sachin. “The kettle features an LCD display control with six pre-set temperatures – meaning you can reach the perfect temperature for the perfect cup of tea or coffee whether it is green tea brewed at precisely 80 degrees or coffee at 90 degrees. Water can even be maintained at a desired temperature thanks to the keep warm function.” Meanwhile, Morphy Richards has reinvigorated its classic and sought-after pyramid design, with new Venture 1.5 litre kettles and four-slot toasters in stainless steel, black, cream, red or white. Debra Beckett, consumer marketing manager for breakfast at Morphy Richards comments: “Our new Venture range is a classic design that won’t go out of style, and combines good looks with function and ease of use.”
Inset: Haden’s Dorchester kettle, and its matching four-slot toaster with extra wide slots, cancel, reheat and defrost settings, and the 800W Microwave.
PROGRESSIVE
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HOUSEWARES
