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Industry News

Published on February 23rd, 2017 | by The GC Team


AEG focuses on “taste” and “care” with launch of new product ranges

Electrolux is poised to launch a new look for its AEG brand and new product ranges in cooking and laundry, both of which were revealed at IFA 2016 in Berlin.

At a press event held at the company’s headquarters in Luton, Peter Spencer, General Manager UK & Ireland, told journalists that the new product ranges – the Mastery range and a laundry range promising “unprecedented” care – took three years to develop. The focus, he said, is on technology and build quality.

Both ranges are broad in scale, as a brief overview of some of the highlights reveals: The Mastery range accommodates the practical elements of using appliances with responsive technology and design that makes life easier for consumers. It incorporates an oven with food sensor and Command Wheel which work together to give users the choice of having meat cooked rare, medium or well done, as they would in a restaurant; a fridge with flexible door storage that can be customised according to individual needs; a hands-free hood that automatically adjusts to cooking activity on the hob, and a dishwasher with a lower basket that can be raised for ergonomic loading and unloading.

A feature of the Mastery cooking range which, according to Spencer, offers “the world’s most responsive cooking experience,” is the Black Line – a modern black glass design range offering “perfect horizontal alignment”. The collection incorporates a Sous Vide oven and Combination Microwave compact oven, both with ProSight touch controls, a compact Bean-to-Cup Coffee Machine, a fully integrated SousVide Vacuum Sealer and a 14cm Warming Drawer.

The new laundry range offers combinations of washing machines and dryers that work in tandem, promising to preserve the colours and textures of garments and protect the fibres. It offers clear trade-up opportunities for retailers, with SoftWater technology – a world first, according to Electrolux – incorporated in the top-end 9000 Series washing machines. The technology softens the water before washing for “unrivalled” cleaning results at 30⁰C.

A major focus for AEG will be how it communicates the features of the new ranges to consumers. Cooking will focus on “Taste” and Laundry on “Care”. Chris George, Head of Marketing, outlined a comprehensive plan of attack which included broadcast media – primetime viewing on Food Network focusing on “Taste” from May to September, and Sky Adsmart, commencing April for laundry. Social media will also play a large part in the communications. The aim, according to George, is to “bring the brand to life for consumers.”

AEG is now gearing up for the big launch: consumers will receive their first experience of the products at Grand Designs in May.

SenseCook oven

SenseCook oven


The stylish new black line

AEG Hob2Hood

Hands-free cooking with Hob2Hood


“Unprecedented” laundry care


CustomFlex – flexible door storage options


Easy loading and unloading with “ComfortLift”


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