The De’longhi marketing team are confident that another entrant to the low-oil frying market will help grow the overall value of category.
The De’Longhi Classic Multifry Fryer (RRP $349), which launched in the lead up to Christmas, uses a unique Surround Heating System to create over 250 recipes, including cakes, sauces and risottos.
Philips, Tefal, Kambrook and Aquaport all have products in the multicooker/low oil frying category and have been active in explaining to consumers the functions and health benefits of these versatile benchtop cooking appliances.
De’longhi category marketing manager Helen Finlayson is confident, based on evidence from the European market, that new players entering the market will grow the overall value of the market.
To crack into this category De’longhi decided to “talk directly to its target market” by partnering the Stay at Home Mums, an online community with more than 472,000 likes on Facebook to create recipes and “how to” videos using the Multifry Classic.
The team are also celebrating the Multifry Classic’s recent success winnging the 2014 Plus X Best Product of the Year Award in the hot air fryer category. It also received a special mention in the Innovation, Ease of Use and functionality categories.
Stickers will be provided for positioning either on the MultiFry POS Stand or on the product. Starting from 2015, all packaging will also include the Plus X award logo to increase awareness.
A new, larger multifryer from De’longhi is due to be released before Mother’s Day 2014. Here’s a wrap of the brands and their star products competing for low oil frying market share:
The AirFryerPro (RRP $299), distributed by Aquaport, cooks with air, not oil and has a huge 10-litre cooking capacity. It has six pre-set cooking modes plus manual time and temperature control, a unique rotisserie cooking option and comes with 10 bonus accessories.
The Air Chef air fryer (KAF200 RRP $169) from Kambrook, roast, fry, grill or bake. It has a non-stick 2.5 litre capacity basket, variable temperature control of up to 200ºC and a 30 minute auto-off timer.
Philips Airfryer XL (HD9240 RRP $449).”With the Airfryer’s patented Rapid Air technology, you can now depend on air to cook great-tasting food. Ideal for busy modern families, the Philips Airfryer XL boasts a 1.2 kilogram capacity that can feed up to five people.”
After the success of Tefal’s first ActiFry units, which kicked off the low-oil air frying craze in Australia, the French brand introduced a bigger model, to handle meals for the whole family: Tefal ActiFry Family (RRP $399) .
The De’Longhi Classic Multifry Fryer (FH1163 RRP $349) has an exclusive Surround Heating System to provide uniform heat distribution, thanks to the combined action of two heating elements and a fan.