Housewares Business-to-business magazine for housewares retailers and their suppliers
Breville Group Limited (Australia) has launched a new brand of small appliances in the UK, produced in partnership with three-Michelin starred chef Heston Blumenthal.
Described by the company as ‘of the most eagerly awaited SDA launches in years’ the range ‘applies the science behind great tasting food to produce the best results yet’.
Sage by Heston Blumenthal comprises 16 products: the Smart Toast 2 slice, the Smart Toast 4 slice, the Scraper Mixer Pro, the Smart Kettle, the Kitchen Wizz Pro, the Soft Open Kettle, the Multi Cooker, the Tea Maker, the Citrus Press, the Barista Express, the Nutri Juicer, the Kinetix Control, the Nutri Juicer Pro, the Smart Scoop, the Nutri Juicer Plus and the Control Grip All-in-One.
Managing director Tim Hossack said: “We’re delighted to be working with brand ambassador, Heston Blumenthal. “Through his invaluable insights into food challenges, we have developed a portfolio of products that provide smarter solutions. Heston is one of the most exciting and creative chefs and we can’t think of a better person to help us do this.”
Commenting on the collaboration, Heston Blumenthal said: “We’ve already put dozens of Sage products through their paces and found that every product does something better. The level of thought and ingenuity in the design is matched by resilience and I can’t wait to get into the lab to see what other clever tools we can create together.”
Selected Sage appliances made their debut at Lakeland, John Lewis, Selfridges, House of Fraser, Debenhams and Harrods on Wednesday (May 22). The 64-strong housewares chain Lakeland said: “Each of Sage’s heavy-duty appliances gives precision performance, making kitchen tasks a breeze. We lost count of the ‘wows’ around the room at testing time – we were blown away.”
Breville UK has no connection with Breville Group Ltd or Sage Appliances.
