With increased demand for food prep.

Spectrum Brands expects a sales spike in the lead up to Christmas, particularly in the novelty item category. Personal blenders continued to be the most popular category for food preparation in 2016 with every price point covered from $19 to $300, according to product manager, Chris Nedelkos.

“If 2014 and 2015 were the years of every single brand entering the market with another me-too product, 2016 has been the year of the shakeout. The brands which have brought about product advancements have continued to thrive because consumers always want the latest innovations,” he explained.

George Foreman Mix & Go

George Foreman Mix & Go

Nedelkos also believes the American-style burger craze of 2015 has flowed on to desserts in 2016 with consumers spending big dollars at cafes and restaurants for ‘freakshakes’, pancakes and waffles.

“Sales of domestic waffle makers have doubled, hence our efforts at Russell Hobbs to find the latest thing in this category, which brought about the Instagrammable Waffle Bowl, the next big thing in the fun cooking category,” he said.

George Foreman has managed to stay ahead of the personal blender category at the critical sub-$50 price point with its market leading Mix & Go product, adding innovations such as chill sticks as well as the limited edition ‘Fitness Friend’ promotional unit introduced for Mother’s Day which contained a health mill to grind spices.

For Russell Hobbs it is all about offering something new and exciting in an extremely crowded and competitive market. This will continue for Christmas 2016 with the limited edition Waffle Bowl Maker.