SMALL ICE CUBES FROM COMPACT FROST

At Elkjøp’s training fair Campus Home before the summer, Morten Hoff, owner and managing director of Wilfa, presents the company’s new ice maker Frost. The product makes so-called nugget ice, small and porous ice cubes that pack tightly in the glass.

– Nugget ice consists of smaller ice cubes that chill the drink much faster, around twice as fast. They also last longer, while ordinary ice cubes often melt more quickly. In addition, it looks much nicer if you are making drinks or sharing pictures on social media, Hoff tells the trade magazine Elektronikkbransjen.

None in the Nordics

Hoff believes the product is currently in a class of its own in the Nordic market.

– As of today, I have not seen anything similar in Norway or the Nordics, says Hoff.

Unlike many of Wilfa’s products, which they develop themselves from the ground up, the Frost ice maker is an off-the-shelf product from Asia that they have selected and put their logo on.

– We have emphasised a compact format and low noise level, says Hoff.

Frost will have a recommended retail price of NOK 4,000.

Iced coffee drives growth

– Ice has become much more popular, especially in connection with coffee. Iced coffee is a major trend, and then it is important to be able to cool hot drinks quickly. This market is growing quite strongly, says Hoff.

He highlights both size and noise level as important selling points.

– Frost is both compact and small, and not least very quiet. Some other ice machines make quite a lot of noise. Here we have a quiet compressor, and you avoid the harsh sound when the ice drops into the container, says Hoff.

– It can simply be left running. When the container is full, it keeps the ice cubes cold. If you switch it off and leave it, there is still ice left after about one day, says Hoff.