To develop BBQ range.
Shriro has signed celebrity chef, Heston Blumenthal, with a worldwide agreement to help create Everdure barbeques, effective June 2016.
The deal was confirmed in a short statement to the Australian Stock Exchange, “Shriro Holdings Limited has entered into an agreement with the internationally renowned chef Heston Blumenthal to create a worldwide barbeque brand, ‘Everdure by Heston Blumenthal’. It will incorporate joint product development to revolutionise the outdoor cooking market by providing innovative products with enduring stylish construction and superior performance”.
Breville confirmed Heston remains contracted
Breville has quickly hosed down any speculation that Heston Blumenthal will be discontinuing its relationship with the local small appliance company.
Breville general manager, Mark O’Kelly confirmed that the relationship with Heston Blumenthal started in 2013, principally to launch the company’s Sage brand in the UK and European markets and has two further years to run.
Deal to ignite BBQ category
Shriro CEO Mike Westrup revealed why Heston Blumenthal and charcoal will kindle the global barbeque market.
“Unlike the in-home or indoor cooking segment that is dominated by several brands as well as a lot of capable businesses such as Whirlpool, Miele and Bosch Siemens, the barbeque market is very fragmented and very large,” Westrup told Appliance Retailer.
“There are two platforms here – we see there is an opportunity with a lot lower barriers to entry than within the indoor cooking segment. Just as importantly, we are taking a more international view than just Australia and New Zealand. And why would we do that? Australia and New Zealand are nice markets and we do well in them – but the northern hemisphere and other parts of the southern hemisphere are much larger and this allows us to expand the business through diversification and this also de-risks the business,” he said.
Germany launch
Heston Blumenthal unveiled the new range of Everdure barbeques at the world’s leading garden trade fair, Spoga+Gafa in September. Five chefs from the Fat Duck Group, Hestons own 3 Michelin Star restaurant, as well as executive chef for Everdure by Heston Blumenthal, captured audiences with live barbeque demonstrations on all days serving over 3,000 plates of food.
An exclusive offsite launch event followed, with Heston himself launching the range to a group of international VIP guests. “We have encapsulated some of the techniques developed over my 20 years in the kitchen and together with Everdure’s knowledge of outdoor dining have put those techniques into a range of barbeque kit that will completely transform outdoor cooking,” Heston Blumenthal said, speaking from the exclusive VIP launch event.
Sydney launch
Heston Blumenthal and his team from The Fat Duck in the UK were in Sydney in October to launch the new range of Everdure by Heston Blumenthal Barbecues which are now available through local retailers.
The event held at The Grounds of Alexandria, demonstrated the versatility of the products with a five-course breakfast which particularly emphasised the unique charcoal technology which starts smoking almost instantaneously.
Priced up to $2,000, the hero products in the range – the Hub and Fusion – use the patented Fast Flame Ignition System which is the first open flame product to be boosted using electricity. The integrated heating element at the base of the charcoal well is used at the beginning of the cooking process with a one-touch ignition process.
Also available in the charcoal range is the small portable Cube, which features an integrated food grade storage area and preparation board and constructed from lightweight aluminium, retailing for under $200. A complimentary range of gas barbecues has also been released including the three burner Furnace and the two burner Force.
The products are available in a range of colours including graphite, mint, orange, red and stone with distribution through Harvey Norman, The Good Guys, David Jones, Bing Lee, Bunnings and major barbecue specialists.