Electrolux Launches Professional Cooking System For Consumers Sep 18, 2012

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Electrolux launched Electrolux Grand Cuisine for the European market. The ultra-luxury kitchen appliance line is designed to be the first professional cooking system specifically for home use and to make it possible to fully recreate Michelin-star restaurant experiences at home.

Electrolux consumer launched the line to fill a gap its insight research has identified in the market. There is increased consumer interest in fresh ingredients, health, seasonality, provenance, and quality. This comes with an increased focus on culinary and restaurant experiences.

However, Electrolux said there have only been limited possibilities to recreate top restaurant experiences at home, because home cooks could not preserve the quality of food or use techniques employed by chefs.

Electrolux's professional appliances are used by almost half of all Michelin-starred restaurant kitchens in Europe. These are the appliances that are now being released in home editions.

"The launch of Electrolux Grand Cuisine is a decisive strategic move," says Keith McLoughlin, President and CEO of Electrolux. "Electrolux has a long history of consumer insight driven innovation and professional expertise. We have the credentials to lead the home-cooking revolution and have moved to meet this consumer need, by further leveraging our professional expertise."

McLoughlin said the brand of appliances offer convenience features to make it easier for consumer to get professional results. "Intuitive and interactive touch screens make the products incredibly easy to use," he said.

The Electrolux Grand Cuisine line includes nine appliances:
* Combination Oven
* Blast Chiller
* Induction Zone
* Precision Vacuum Sealer
* Gas Hob
* Sear Hob
* Surround Induction Zone
* Stand Mixer
* Bespoke Ventilation Systems

It also includes Molteni, the iconic French-style cooking stove.

The cooking system is made to order and handcrafted according to individual requirements. Starting price for a full range, excluding the Molteni stove, will be around EUR 80,000. The cooking appliance system comes with an in-home briefing from a top chef.

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