KitchenAid to Introduce its First Own Collection of Kitchenware

       KitchenAid to Introduce its First Own Collection of Kitchenware

PR Newswire

CHICAGO, March 2, 2013

CHICAGO, March 2, 2013 /PRNewswire/ -- Reinforcing its position as the brand
with the most complete collection of premium appliances and kitchenware in the
industry, KitchenAid  today announced plans to introduce the first line of
non-licensed cookware, bakeware and kettles in its nearly 100-year history.
KitchenAid had previously offered these products through a licensing
arrangement.

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"These newest KitchenAid products look, feel and perform like those that built
our reputation as a brand," said Michael Huie, global business unit director
for KitchenAid.

The cookware collection, available beginning in July 2013, encompasses nine
distinct lines, all of which are induction capable, each crafted with
different combinations of materials and finishes, and each designed to not
only accommodate, but optimize, different cooking styles and technologies.

They include induction-capable aluminum with a high temperature polyester
silicone coating; forged hard anodized aluminum; stainless steel, stainless
steel clad; induction-capable copper clad; color-accented stainless steel; 5
ply copper core and 7-ply stainless steel cookware. Suggested retail prices
will range from $179 for a 10-piece set in aluminum to $1,599 for a 7-ply
stainless steel clad. The cookware features patented materials that heat 30%
faster on induction cooktops, and even faster on new KitchenAid induction
models. A patented stainless steel finish helps the cookware retain a new
appearance for years.

KitchenAid is also introducing a durable Cast Iron cookware collection,
available in Streamline, Traditional and Professional designs. Streamline
cookware designs are simple and sleek with rounded edges, and available in
3-qt., 4-qt. and 6-qt. sizes. Offered in Autumn Glimmer, Curacao Blue, Empire
Red, Green Apple, Onyx Black, Plum Zen and Spring Blue colors, suggested
prices range from $59 - $129.

Traditional cookware designs offer a timeless look, with accented handles and
ridging along the base. Available in Almond Cream, Botanical Green, Empire
Red, Espresso, Glacier Blue, Majestic Yellow, and Persian Grape color options,
the cookware comes in 3-qt., 4-qt. and 6-qt. sizes, with suggested prices
ranging from $69 - $149. Professional cookware offers a premium grade of
durability in design. Distinct in both form and function, the Professional
designs are available in 4-qt. and 6-qt. sizes, with Cobalt Blue, Ivy Green
and Royal Red color options. Suggested prices range from $79 - $169.

Developed after extensive consumer research, the new cookware collection was
designed to address key concerns widely held among cookware users, including
the validity of "dishwasher safe" claims, overall quality of construction, and
suitability for use on electric, gas and induction cooktops.

"Every piece in the collection, including those with color finishes and
accents, is designed to retain a like- new appearance after repeated
dishwasher cleanings," notes Huie. "And every piece can be used on any
electric, gas or induction cooktop."

Initially, the new cookware collection will be available through a number of
top retailers in the U.S. and in some of the more than 100 countries where
KitchenAid products are sold.

In addition to cookware, the brand will introduce durable, high performance,
commercial grade bakeware collections in both a sheet metal and ceramic
collection. Sheet metal bakeware is made with a thick base metal coated with
aluminum for superior durability and will be available in 25 traditional
shapes and designs in both nonstick aluminized and aluminized bakeware lines,
with suggested retail prices ranging from $12.99 to $34.99.

The ceramic bakeware collection consists of a Streamline and Traditional Line.
Designed using advanced manufacturing processes that ensure high-quality
ceramics, both lines will offer a five-year no chip warranty. Streamline
bakeware designs will be available in a White Chocolate base color matched
with an Azure, Buttercup, Green Apple or Persimmon top color, or with a Matte
Black base color matched with a Boysenberry, Empire Red, Onyx Black or
Persimmon top color. Traditional Line bakeware will be offered in one-color
options including Almond Cream, Botanical Green, Empire Red, Espresso, Glacier
Blue, Majestic Yellow, Nectarine and Regal Purple. Available 1.5-qt., 2.5-qt.
and 4-qt. sizes, suggested retail prices range from $39 to $79.

KitchenAid also plans to release five new tea kettles in a variety of colors
including Cameo Blue, Doulton Blue, Empire Red, Green Apple, Onyx Black,
Pyrite, Tangerine, Yellow Citrus and White. Available in 1.5-qt. and 2-qt.
sizes, suggested retail prices for the kettles will range from $29.99 to
$69.99.

Since the introduction of its legendary stand mixer in 1919 and first
dishwasher in 1949, KitchenAid has built on the legacy of these icons to
create a complete line of products designed for cooks. Today, the KitchenAid
brand offers virtually every essential for the well-equipped kitchen with a
collection that includes everything from countertop appliances to cookware,
ranges to refrigerators, and whisks to wine cellars. Cook for the Cure®, the
brand's partnership with Susan G. Komen for the Cure®, is now in its twelfth
year and has raised over $9 million to help find a cure for breast cancer. To
learn why chefs choose KitchenAid for their homes more than any other brand*,
visit KitchenAid.com or join us at Facebook.com/KitchenAid and
Twitter.com/KitchenAidUSA.

* Based on a 2012 survey, KitchenAid was found to be the home kitchen
appliance brand chosen most often by members of the International Association
of Culinary Professionals.

SOURCE KitchenAid

Website: http://www.whirlpoolcorp.com
Contact: Kim Roman, Digitas, +1-212-350-7822, kim.roman@digitas.com; Jill
Sciuto, Digitas, +1-646-735-7582, jill.sciuto@digitas.com; Beth Robinson,
KitchenAid, +1-269-923-4770, beth_l_robinson@kitchenaid.com
 
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