Cooking sessions and product launches at IFA 2012

4 September, 2012

An appealing potpourri of innovations, a well-seasoned blend of growth-boosting measures – and wagyu sirloin shish kebabs with vanilla-scented shallots! At IFA 2012 in Berlin the Electrolux top management proved that it can think up pioneering ideas and whip up a very tasty meal. In Electrolux show kitchen at IFA, Keith McLoughlin, President and CEO, Jonas Samuelson, Head of Major Appliances EMEA and Klaus Wührl, General Manager Electrolux Germany and Austria, prepared a three-course dinner live while showcasing new appliances and its plans for the future.

The needs of consumers have been the most important factor shaping product development at Electrolux ever since it was founded back in 1919. The new product range, launched in Germany at IFA, shows that this is still very much the case.

Electrolux Inspiration range – cook like a professional at home

Electrolux is the only leading appliance manufacturer that supplies full solutions for both professional and amateur chefs, providing the highest quality to both restaurants and private homes. Almost half of all Michelin-starred restaurants in Europe use Electrolux equipment.

In the new Inspiration range each of the products in the product categories Cooking, Baking, Dishwashing and Cooling has at least one function that could previously only be found on professional equipment.

The new multi-steamer and Inspiro ovens use 20 percent less energy and have a volume of up to 74 liters. Nine different levels allow you to prepare several different dishes at the same time, and a special sensor makes sure everything is cooked at precisely the right temperature. The built-in “sous chef” function adjusts the settings while the food cooks.

The FreshPlus fridge freezers keep your food tasting fresh and authentic. An air filter system purifies the air inside, the vegetable drawer is monitored by a humidity control system, and the FrostFree technology stops food from drying out.

125 years of AEG innovations

This year AEG is celebrating its 125th anniversary. Entrepreneur Emil Rathenau founded the company in Berlin in 1887. Peter Behrens, one of the founding fathers of industrial design, joined AEG in 1907. Inspired by this visionary engineer and architect, AEG has striven for perfection in form and function ever since, while also aiming to give customers a positive emotional experience of the brand.

This year, the company commissioned the “AEG cooking enjoyment survey” and learned that 93.7% of Germans like cooking. The reasons why they like it are many and various – such as receiving acclaim from their guests or getting to try out new equipment.

Talking about new equipment, the ProText dryer was highlighted at the fair. It has an energy efficiency rating of A+++, placing it in a whole new dimension of energy efficiency. Its inverter motor provides optimal noise reduction and has a ten-year guarantee. The dryer is very gentle on clothes; its wool programme even received a Woolmark Gold certificate.

The Favorit ProClean dishwashers have a TimeSaver option that reduces the washing cycle time by half. The Sensorlogic and ProZone technologies adapt the amount of water to the number of dishes and even adjust the temperature and pressure of the water. The dishwashers have an energy efficiency rating of A+++.

With his Ultrapower model, AEG reaches the next level of battery driven vacuum cleaners. Once charged, it cleans 60 minutes and finds every piece of dirt. During a break, the AEG Ultrapower can be parked freestanding everywhere – cordless freedom at the highest level!

Related images
IFA 2012: From left to right Keith McLoughlin, President and CEO of Electrolux, Miss IFA, Jonas Samuelson, Head of Electrolux Major Appliances EMEA, Klaus Wührl, General Manager Electrolux Germany and Austria, Björn Freitag, Restaurant owner, Gourmet, TV and Michelin-star chef.

IFA 2012: From left to right Keith McLoughlin, President and CEO of Electrolux, Miss IFA, Jonas Samuelson, Head of Electrolux Major Appliances EMEA, Klaus Wührl, General Manager Electrolux Germany and Austria, Björn Freitag, Restaurant owner, Gourmet, TV and Michelin-star chef.

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IFA 2012: From left to right Jonas Samuelson, Head of Electrolux Major Appliances EMEA, Keith McLoughlin, President and CEO of Electrolux, Björn Freitag, Restaurant owner, Gourmet, TV and Michelin-star chef. Klaus Wührl, General Manager Electrolux Germany and Austria, is cutting the AEG 125 years anniversary cake.

IFA 2012: From left to right Jonas Samuelson, Head of Electrolux Major Appliances EMEA, Keith McLoughlin, President and CEO of Electrolux, Björn Freitag, Restaurant owner, Gourmet, TV and Michelin-star chef. Klaus Wührl, General Manager Electrolux Germany and Austria, is cutting the AEG 125 years anniversary cake.

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IFA 2012: From left to right Keith McLoughlin, President and CEO of Electrolux, Klaus Wührl, General Manager Electrolux Germany and Austria, Jonas Samuelson, Head of Electrolux Major Appliances EMEA.

IFA 2012: From left to right Keith McLoughlin, President and CEO of Electrolux, Klaus Wührl, General Manager Electrolux Germany and Austria, Jonas Samuelson, Head of Electrolux Major Appliances EMEA.

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