Global appliance company, Electrolux Group is showcasing its latest innovations in Taste, Care, and Wellbeing, along with a new brand look and sound, at IFA 2024 in Berlin, a leading trade show for consumer electronics and home appliances. Under its premium brand AEG, it will be unveiling the biggest kitchen launch ever, including AI-assisted cooking for the first time. The new AEG Kitchen Range will be officially revealed at the AEG Media Conference at IFA on 5th September.
“What better place than Berlin – the birthplace of AEG, where it all started almost 140 years ago – to launch our biggest and best kitchen range yet,” says Anna Ohlsson-Leijon, CEO Business Area Europe APMEA & Group Executive VP, Electrolux Group. “The new AEG Kitchen Range is designed to meet the growing demand for premium experiences in today’s market. And it’s perfectly timed: consumers are increasingly looking for high-quality, personalized and sustainable solutions when cooking at home – and our new range delivers just that.”
AEG’s most significant full kitchen launch to date
The new AEG Kitchen Range includes solutions in every product category, including ovens, hobs, hoods, refrigeration and dishwashers. Designed for consumers who want to take their cooking skills further, the new range is packed with smart technology including AI TasteAssist, a new cutting-edge function that has been developed to help consumers make the most of their oven when trying new recipes.
Research reveals that 80% of consumers search online for recipes, and many are unsure how to use their oven effectively. AI TasteAssist bridges this gap. By sending the recipe to the oven, the feature analyses it to understand several key facets including timing, temperature and protein type. AI TasteAssist then automatically selects the optimal cooking settings.
The new Kitchen Range also features CookSmart Touch Display – an intuitive interface that guides users through every step of the cooking process. For the first time, CookSmart Touch provides a seamless experience across ovens, hobs, and built-in coffee machines. A new Assisted Dishes function gives step-by-step guidance on how to cook a complete dish to perfection, plus it can also guide the user as to which accessories to use. CookSmart Touch on hobs, as with ovens, empowers the user with full and effortless control over the cooking experience. At the touch of a finger, consumers can easily access Assisted Cooking and effortlessly start boiling or pan-frying. Sous-vide, simmering and melting modes are also available.
A Kitchen Range with a striking design and energy-saving product features
AEG is known for its modern and sleek designs and the new Kitchen Range is no exception. It’s the brand’s most strikingly understated design to date. Available in MattBlack and Glossy Black, the kitchen is instantly recognizable with signature metal handles, statement trims, and refined graphic identity paired with timeless classics that fit seamlessly in consumers’ kitchens.
AEG’s new Kitchen Range goes further than any of its previous ranges in saving resources without compromising on performance. In fact, it can help reduce a carbon footprint by up to 30% during the use phase, through its highest energy labels and by using energy-saving features, such as the AEG 9000 ProAssist Oven with SteamPro, which can save up to 17% energy through PreHeat and Residual Heat functions.
“We spent a huge amount of time talking to our consumers about what their ideal cooking experience would be like, their idea of a perfect kitchen space and how it reflects on their sense of style and their skills in the kitchen,” says Thomas Gardner, Design Lead Product Line Taste at AEG. “We looked at kitchen trends and at the furniture industry, how technology has become embedded in our lives and the rise of the domestic chef, always looking for the next challenge to level up their cooking. We took everything we learned and turned it into the new AEG Kitchen Range.”
Leading innovation in Care with smart, energy-saving and effortless solutions
Also on show will be the latest range of award-winning smart laundry appliances from the AEG brand. The new range includes washers, washer dryers and tumble dryers with energy-saving features designed to make clothes last longer and reduce the use of resources.
An updated brand identity
AEG is not only putting the spotlight on transformative cooking at this year’s IFA but is doing so with a new look and sound. The update is regarded as a great vehicle to carry messaging that convey AEG’s commitment to bold design and uncompromising innovation and will be applied on all manner of go to market assets – from key visuals and online content, to events and in-store environments. Working closely with MassiveMusic to develop the first sonic identity for the brand, the result being a modern, warm and sophisticated collection of sounds perfectly in tune with AEG’s new visual identity.
