By Claire Reilly

SYDNEY, NSW: Bosch broke the mould earlier this week with the announcement of a new product set to arrive on the Australian market. Unlike Bosch’s existing stable of products, which includes refrigeration, white goods, floor care and kitchen appliances, the new product is a decidedly smaller affair – a 1600-watt, 7-speed kitchen machine.

The big move into smalls represents a change in gears for the appliance manufacturer. While Bosch is in a range of categories across Europe (including whitegoods, smalls and personal care) the new Kitchen Machine is a first for the Australian market.

Jonathan Peart, category development manager for Bosch Consumer Products, spoke to about the new release and what it represented for the company.

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“Bosch has been manufacturing kitchen machines for 60 years and are now launching in Australia,” said Peart. “The small appliances category in Europe is Bosch’s largest category!  Australia continues to reach new levels of growth in the category so timing is right for us to enter the Australian market.

“Bosch is launching three small appliance product categories in 2011: Food Preparation, consisting of three Kitchen Machines, two Food Processors and three Hand Blenders; Four Fully Automatic Coffee Machines; and three bagless vacuum cleaners and three stick vacuum cleaners.”

Aside from these ranges, Peart said the company would be releasing future products including kettles and toasters, and suggested that there would also be further opportunities for garment care, irons and steam stations.

“We will continue to develop the existing range with additional food preparation and floor care models,” he added. “With the growth of volume and value seen in the small appliance category, it is a great time for Bosch to launch. Bosch will always drive up category value through innovation and quality."