By Adam Coleman and James Wells

SYDNEY: Morphy Richards has launched an innovative kettle unlike any on the Australian market, which has a stainless steel look but becomes translucent when boiling and reflects fluorescent blue light through the movement of the bubbles.

Utilising a jug made of glass, the Illuma kettle has a special film which gives the product a stainless steel look while it is not in operation. Once the water heats up, the stainless steel finish reveals a clear view of the water inside with a vivid blue glow.

“The advantage it has over most high impact products with novel features is that it doesn’t look cheap or gimmicky in any way,” said Morphy Richards national sales manager, Murray Barnes.

“We truly believe, and so does everyone who has seen it, we are right on the mark with this product. It’s a beauty,” he said. 

The Illuma kettle (RRP $129) is being released progressively over the next six to eight weeks across Australia, with stock now available for Mother’s Day and a more open release planned for late May.

Over the last six months Morphy Richards distributors, Asko Australia has released a diverse range of small appliances from the UK based brand.

According to Barnes, the premium range of appliances will be progressively transformed in 2006 from concentrating specifically on the ‘breakfast product category’ to incorporate premium food preparation and healthy living appliances.
Additional categories have been considered for 2007, which are currently being trialled in the UK.

“With the UK arm of Morphy Richards dominating most categories in its domestic market and following worldwide market trending analysis data, Morphy Richards Australia is in an excellent position to capitalise on under-achieving categories and specific segments within categories,” Barnes said.

Morphy Richards will be specifically targeting profitable categories with potential, rather than attempting to overcome the incumbent brands within established categories.