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KitchenAid at 90.

EVEN AT THE RIPE OLD AGE OF 90, THE KITCHENAID stand mixer remains the standard for this product category in the U.S. market.

The company marked the occasion during the International Home & Housewares Show with a new version of the product that started it all, a stand mixer colored in candy-apple red. As a tribute to earlier models, the new version has a clear glass bowl in place of the stainless steel bowl seen on more recent models. The trim band on the mixer also bears a 90th anniversary insignia.

The candy-apple red stand mixer is scheduled to launch at retail this summer for a suggested price of $399. As another part of the anniversary celebration, KitchenAid has released a new cookbook, "KitchenAid Best Loved Recipes," which includes many recipes for the stand mixer. These encompass items such as bread dough, homemade sausage, lasagna noodles and other types of pasta, among other foods.


According to Debbie O'Connor, senior manager of brand experience for KitchenAid, the new stand mixer signifies the two ways in which KitchenAid revolutionized kitchen appliances. "The stand mixer led to the development of other products that made cooking easier," O'Connor said. "Plus, we were the first brand to put color on any appliance, which we did beginning in the 1950s. KitchenAid established the standard of using color."

The stand mixer was introduced by Hobart Manufacturing Co. in 1919. A KitchenAid statement said the name came from a wife of a Hobart executive, who said, "I don't care what you call it. I know it's the best kitchen aid I've ever had."

Over the years, KitchenAid added other products to its brand portfolio, including dishwashers, waste disposers, ovens and cooktops. It was acquired by Whirlpool in 1986, and has since added cookware, bakeware and other utensils to its roster. "Our products are all designed to make cooking more enjoyable for both home cooks and professional chefs," O'Connor said.

During the housewares show, KitchenAid launched other new products in several categories. The company added a new model to its collection of premium blenders, with a 40-ounce glass jar, three speeds and controls that are simple and intuitive. It also beefed up its collection of non-electric gadgets and cutlery with items such as the Santoku, an Asian-style knife for chopping, slicing and dicing with a magnetic sheath that protects the blade and makes for safer storage.

Also new in this segment is the 17 Piece Fine-Edged Forged Cutlery Set with Built-In Sharpener, a knife set with a sharpener built into the natural wood block. The 15 Piece Cutlery Set with Side-Tang Handles features handles that are weighted for balance and control with an ergonomic design for comfort during cutting.

Enhancing its reputation for colors, KitchenAid introduced a new color for its stand mixer, yellow pepper. The company also announced that its 12-cup food processor, five-speed blender and seven-speed hand mixer will be available in almond cream beginning this summer, to coordinate with the almond cream stand mixer.

KitchenAid also launched an outdoor collection of freestanding and built-in grills. Measuring 27 inches, 36 inches and 48 inches, the new grills include dual timers, a fuel-time-remaining indicator, side burners, warming drawers with a slow-cook function, grill canopy hoods, a refrigerator, an ice maker, a built-in refreshment center, a sink with top- or bottom-mount option, a single on-off lever faucet, built-in trash and utility drawers, and access doors for built-in grills.
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Title Annotation:in home
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Date:Jun 1, 2009
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