Citing significant growth potential in the high performance blender category, KitchenAid has formed a new global business unit focusing entirely on this fast growing market segment.
Its debut appliance, scheduled for availability this spring, is the first blender for home use to employ an interlocking magnetic drive system instead of a traditional coupler mechanism, both to power its blades and safely secure its jar.
“It was important for us to come out of the gate with a true game-changer in the category,” said Kay Oswald, global business unit director, KitchenAid Blenders. “Our very first product sends a signal to retailers and consumers that KitchenAid intends to lead the category in performance, innovation and marketing.”
Oswald defined super premium blenders as those carrying a suggested retail price of $299 and up, a price range currently dominated by a range of other brands. The new KitchenAid Magnetic Drive Blender, dubbed Torrent, will carry a $599 retail price. All high performance KitchenAid blenders will be assembled at the brand’s Greenville, OH, manufacturing operation, which is nearly doubling in size to accommodate growth in its global small appliance business.
The business unit also plans to break new ground in marketing within the category. Plans for supporting the Torrent blender launch include product demonstrations; a promotional partnership with Melissa’s Produce, the country’s largest distributor of specialty produce; a dedicated website with blender-related recipe and video content; and creation of a robust social media community to fuel health and well-being.