Electrolux Assistent, watermelon red
Electrolux Assistent, watermelon red

Electrolux is expanding its small appliance offering with the launch of its first kitchen machine, the Assistent (styled with an ‘e’), which will be available in August for RRP $599.

The retro-looking kitchen machine has an LED light which shines into the bowl to provide better vision and comes with a 4.8-litre stainless steel bowl and an additional 2.9-litre bowl.

“Assistent is about helping people achieve a personal best when it comes to results, while making the journey itself a pleasure,” said Michelle Rossier, marketing manager of Electrolux Small Appliances.

“It is the right tool, like a perfectly balanced knife with a keenly honed edge. It feels solid and the compact and sleek design makes it easy and enjoyable to keep as an accessory in the kitchen,” she said.

In the past Rossier has said that, “Electrolux is aiming to become a key player in the premium segment of the small appliances market, combining unique solutions with exceptional design execution and strong leverage on the Electrolux brand across major appliances, floor care and small appliances.”

Currently, the only other food preparation appliances in the Electrolux stable are its range of TurboPro stick mixers.

“For the time being, we are keeping to a limited product offering, ensuring that all products we launch are bringing something new to the market, which in turn will help retailers retain value in the SDA market,” Rossier said.

According to GfK data, 24,000 more kitchen machines were sold in the 12 months leading up to February 2014, compared to the same period in the previous year, pushing the segment’s value up $1.2 million to $45.1 million. The average sales price for kitchen machines is $286.

Available in watermelon red and tungsten, the Assistent checks off an important and continuing trend in the small appliances category: colour.

Electrolux Assistent, tungsten
Electrolux Assistent, tungsten

Electrolux Assistent comes complete with a coated die cast tools set that includes a dough hook, flat beater and wire whisk. There are also optional additional accessories available such as a meat grinder and vegetable slicer for more versatility.

Electrolux is supporting the release of the Assistent with a series of stylish video recipes that make preparing sausages appear more like poetry than butchery.