AIRFRYER MARKET FAR FROM SATURATED

The company represents Philips’ small domestic appliances in the Nordic region, and when we meet them in the first week of May during the Elon Expo training fair in Örebro, the new air fryer with a capacity of 9.5 litres and a steam function is a key product.

– The model name is NA565/02. It has a large basket, called Megabasket, which can be divided into two separate sections, or used as one whole, Heidi Saarikoski tells the trade magazine Elektronikkbransjen.

Synchronised cooking

The two sections can be run with different ingredients, different programmes and different temperatures.

– You can also copy the settings from one to the other, or synchronise them so that the food is ready at the same time, no matter what you are cooking, says Saarikoski.

The air fryer also has a container on top with room for 8 dl of water. This makes it possible to use steam alone, the air fryer alone, or combine the two methods.

Textures and cleaning

– In this way, you can get a crispier surface and a juicier inside, says Saarikoski.

Thanks to the steam function, the machine has a built-in cleaning programme.

– Fatty food can be blown up into the heating element, and the steam function is also used to clean the entire inside of the air fryer, says Saarikoski.

She says Philips has several models with a steam function on the market.

– We are investing heavily in steam, and believe this is the future for our air fryers, she says.

Rapid Air Plus Technology

The air fryer is equipped with what Saarikoski describes as Rapid Air Plus Technology, a patented technology characterised by a specially shaped base in the basket.

– It creates a powerful airflow that distributes the heat evenly throughout the basket and provides even cooking without you needing to turn the food during cooking, says Saarikoski.

The market is not saturated

Philips launched its first air fryers in 2010, and Saarikoski describes the company as the inventor of the air fryer. When asked whether the market will soon be saturated, the answer is a firm no.

– There are still households that do not have an air fryer. There are many who may have bought a smaller air fryer and want to buy a larger one. So we definitely see potential and continue to invest heavily in this category, Saarikoski tells the trade magazine Elektronikkbransjen.

Built vertically

In addition to Megabasket, Versuni is showcasing a model designed to take up vertical rather than horizontal space, with a 10-litre capacity for those who do not have room for a wide model on the countertop. According to Saarikoski, all the models are based on the patented Rapid Air technology, with the specially shaped base.

The sliding rail, which allows the drawer to be pulled out and stand on its own, is still available on some models, but not on the models being showcased at Elon Expo.