One of the Most Globally Recognized Brands Re-Enters the Market to help Consumers Conquer the Expected in the Kitchen
UPPER SADDLE RIVER, N.J., June 1, 2016 /CNW/ -- De'Longhi Group, a leader in small kitchen appliances and home products, presents a major expansion of its brand portfolio with the re-launch of the globally recognized Braun Kitchen Collection. With a long-standing and highly regarded design heritage dating back 95 years, Braun is well-known across the world and is now poised to add products with performance, stylish elegance, durability and reliability to the North American market. Braun is back - now available at national retailers and online, featuring the Multiquick Hand Blenders, PureMix Countertop Blenders and BrewSense Drip Coffee Makers.
Braun: Smart Design for the Ages
Braun was founded in Frankfurt, Germany in 1921 by Max Braun. Max's legacy was continued by the Braun brothers, Erwin and Arthur, who developed a unique product design approach founded on simplicity, purity and functionality that made the user experience completely intuitive. It was during this time that the use of accent colors to highlight and define specific product features was introduced, further differentiating Braun from other small kitchen appliance lines then on the market.
Years later, under the visionary eye of design legend Dieter Rams, Braun developed a Bauhaus-inspired, functional product design that established a new standard for industrial design, thus catapulting the brand even further to global prominence. The brand has even been credited as a design inspiration for some of Apple's top selling products. What was once a small workshop has grown into one of the most recognized design brands in the world with up to 92 percent global brand awareness among consumers.
"For decades, Braun has been a recognized standard for design, quality and innovation across the globe, and we have spent years preparing to reintroduce Braun kitchen appliances back in North America," said Mike Prager, De'Longhi Group NA's President and CEO. "After listening to a range of consumers – from the kitchen pro to the everyday home cook - we focused the new line of Braun specifically designed for their needs since Braun was last on the market in 2008. We are excited to finally bring to life a meaningful mix of sophisticated intuitive design, powerful performance and high quality standards that represent the heritage of Braun."
A New Line of Kitchen Appliances for a New Generation of Home Cooks:
Over the years, Braun kept a tight focus on its mission of improving consumers' lives through performance and design. It's a focus that can be seen in the German engineering and guaranteed reliability that infuse all of the brand's product lines, from personal care to the newly redesigned North American kitchen products.
To prepare for the re-launch, the Braun North American team worked closely with the R&D and product teams in Frankfurt, Germany to conduct extensive consumer research.
"Our product development strategy was a deep dive into the minds of our consumers which uncovered an array of insights to make their lives easier," said Enrico Maso, De'Longhi Group Category Director. "We thought of everything – and while some of the product features seem small – they were designed to be intuitive to the user and can make a world of difference. Each smaller insight we found culminated into the final products of our new line – a high quality user experience complimented by stunning design."
Braun closely studied the design process and evaluated the importance of ergonomics. For example, understanding how one holds handheld appliances led to developing products that are so comfortable and intuitive they seem to mimic the natural extension of one's arm. The brand's intuitive design is also reflected in the settings and display. They are listed left to right just like reading a book with the most important features grouped where the eye will naturally move to first. And while the new products continue the legacy of Braun's premium and sleek look, the new line has new technologies that will change how home chefs prepare and enjoy their meals.
The new Braun line of products is available now:
The Braun Multiquick Hand Blenders come in several models and configurations for a variety of culinary creativity right in the palm of your hand.
Through its research, Braun found that many delegate two hands to control their hand blender during food preparation, gripping harder as the blender uses more power. Braun built its new hand blender to give the user more control, featuring a brand new Smart Speed variable control technology inspired by German automotive engineering – allowing you to intuitively change the speed and power of the hand blender using just your touch. The more you squeeze, the more power you get, making it easy to regulate speeds with just one hand.
Braun also developed and applied an exclusive PowerBell Technology for the line of Multiquick hand blenders, combining durable stainless steel blades and a unique bell-shaped blending shaft for fast and finer results – pushing your mixture inside the bell instead of toward the edges of your mixing bowl. The Braun Multiquick 7 Hand Blender (model MQ777) brings premium design and power to the kitchen, complete with five attachments, along with the anti-splash shaft – including a whisk, masher, food processor and 20 fl. oz. beaker that make food preparation easier and more enjoyable, allowing its user to explore new culinary feats. The model will also include an EasyClick system, a patented design made to ensure that all attachments can be removed in one simple click. The Multiquick 7 Hand Blender (model MQ725), includes a beaker, whisk and 1.5-cup chopper for whipping up ultimate creativity in your kitchen. The Multiquick 5 Hand Blender (model MQ505) includes a beaker and whisk and has two speeds for easy blending, whisking or pureeing.
The Braun Multiquick series hand blenders range in price from $59.95 to $149.95 and from $89.99 to $199.99 CAD.
The Braun PureMix Countertop Blender (model JB7130BK) in stainless steel and premium black finish introduces a new level of speed and style to your countertop. Its complete blade and pitcher re-design allows you to create a range of delicious smoothies and drinks faster and with more precision than ever before.
The PureMix blender delivers optimal blending results, with brand new technologies like the SmoothCrush blade system, an exclusive combination of the specially designed pitcher and a higher positioning of the blade system. The blender's PowerAssist technology, as part of this system, auto senses contents and maintains optimal speed to power through all the ingredients. Instead of the expected lumpy veggie juice, users will delight in how easy it is to find the perfect blend using five varying speeds, ice crush program and an auto pulse system for staggered blending.
The new PureMix blender eliminates counter mess, with its Easy Wipe Clean Panel – with no cracks between buttons for food to fall into. The 56 fl. oz. jug is BPA-free and features an imbedded measuring cup. Also available in a sleek black finish with 3 blend functions, the PureMix blender (model JB7000BKS) lets you stir, liquefy, and crush ice for nutritious smoothies, delicious fruit daiquiris and more. Additional accessories like the Smoothie2Go Blending Set features its own blade assembly that lets you fill your cup and take your favor blend with you, all with a secure stay lid with a flip drinking spout. This is sold separately. The Braun PureMix Countertop Blenders range in price from $99.95 to $129.95 USD and from $129.99 to $199.99 CAD.
The Braun BrewSense Drip Coffee Makers echoes Braun's durable design - creating a consistently delicious cup of coffee using an inherently simple process. Braun has perfected flavor conservation in its new BrewSense coffee maker, introducing a PureFlavor Brewing System to preserve coffee's great flavor from the first to last drop.
The 12-cup FlavorCarafe has a uniquely-designed top air filtration system to ensure coffee stays warm for longer. The lid is designed to minimize the contact between air and coffee to avoid its oxidation and loss of flavor. While your flavor and temperature stay consistent – the BrewSense coffee maker has an anti-drip system that lets you pause and pour mid-brew with virtually no mess. Its warming plate also maintains a constant temperature so your coffee won't burn after sitting.
The BrewSense has a user-friendly control panel with LED indicators and easy-to-read buttons and functions. Among them, the Brew Strength selector allows you to enjoy your coffee regular or bold and you can choose between 1-4 cups timed to when you want to enjoy your beverage. The coffee maker also features a handy ledge on its back side that catches condensation that gathers from the brewing process and inserts it back into the machine so that water does not end up on your counter top.
The Braun BrewSense Coffee Maker comes in a variety of finishes from a stylish mix of stainless steel and premium black (model KF7150BK) and all premium black finish (model KF7000BK) and range in price from $69.95 to $99.95 USD and from $119.99 to $159.99 CAD.
All Braun kitchen products are available online now and in U.S. stores Bed, Bath & Beyond, Bloomingdales, Best Buy and Amazon as well as Canadian retailers such as Hudson's Bay, Home Outfitters, Linen Chest, Centre du Rasoir and London Drugs.
Helping Everyday Cooks #ConquerTheExpected in the Kitchen
Braun's North American marketing efforts will bring to life real and recognizable moments in the kitchen. Beginning in June, the consumer campaign will roll out branded video content, print, OOH, robust digital advertising, as well as in-store merchandising and experiential activations. The campaign will show just how easy it is to conquer an expected meal and turn it into an unexpected culinary feat, using the power and innovative design of Braun products. Consumers can follow along the culinary journey using hashtag #ConquerTheExpected.
"Braun is known for an intuitive and reliable product design that lasts for ages – so our marketing campaign will focus on key consumer life stages, from first home purchase and weddings, to growing families and home remodeling," said Maria Colon, Director of Marketing, De'Longhi Group North America. "We are excited to bring the Braun Household line to market with a campaign that is relevant, inspirational and exciting no matter where you are in life."
Whether a new homeowner, recently married, a busy parent of young kids, or just looking to refresh the daily cooking regimen, Braun inspires confidence and simplicity in meal and beverage preparation, while saving time to help consumers realize their true culinary potential. Braun helps the home cook conquer the expected tasks in the kitchen, so unexpected meals can be created with amazing ingredients.
For more information on Braun, visit braunhousehold.com/en-us or braunhousehold.com/en-ca. To see what other home chefs are creating with Braun products, follow the hashtag #ConquerTheExpected on Facebook and Instagram.
The De'Longhi Group is based in Treviso, Italy and is on the forefront of the small domestic appliance category with a range of premium products under three internationally renowned brands; De'Longhi, Kenwood and Braun. The De'Longhi Group is committed to continuing their mission to create exceptional products that improves the lives' of the consumer through innovative technologies and unparalleled design.
The Braun brand, founded in Frankfurt, Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry innovation, thoughtful design and reliability. The global leaders in hand blenders, Braun developed the first hand blender with Smart Speed technology, a simple and intuitive speed control that offers new possibilities in creative cooking. Building on more than 90 years of design and innovation, the brand remains committed to designing products with superior performance that make life easier, more convenient and enjoyable in the kitchen. The De'Longhi Group acquired the perpetual license of the household division in fall 2012. Visit www.braunhousehold.com for the latest news and in-depth information about the Braun brand.
De'Longhi Group NA
SOURCE De’Longhi Group