Press Information
Living Kitchen 2013
New combi-bottom fridge-freezers: Fresher colors, fresher
ingredients
Independent testing shows colourful new Electrolux fridges keep fruits and vegetables fresh up to a week
longer.
Glossy red, chocolate brown, lime green and ebony black stainless steel, combi-bottom fridges from Electrolux are
designed to give any kitchen décor a lift. While the others are painted, the ebony black model gets its color from a
unique chemical process.
“A well-chosen spot of color can really refresh the look of a kitchen without having to rip out the cabinetry,” says Per
Börjesson, Senior Design Manager for the Electrolux brand. “The colors are bright, but we didn’t choose them to be
flashy. We chose them to match present and future design trends so they’ll look good for a long time.”
Electrolux, which has equipped the kitchens of nearly half of Europe’s Michelin chefs, says that beneath the surface, the
appliance’s design is based on the need that professional chefs have for the freshest possible ingredients.
“Their fridge-freezers use separate cooling systems to maintain the right humidity to keep foods fresh,” Daniel Arler,
SVP Product Line Kitchen, explains. “These fridges have dual cooling circuits called TwinTech™, and some have
separate forced-air systems called MultiFlow.”
With TwinTech™’, humidity can be kept at 65-90%, compared to 25-40% for single-circuit frost-free fridge-freezers.
Salad stays fresh for a week with almost no loss of moisture. Vitamin levels in fresh fruits and vegetables show no drop
after 10 days.
Less waste, more freedom
“Weekly shopping can save time, but 33% of food purchased is being thrown away before it is eaten,*” says Arler.
“TwinTech™ can not only help reduce food waste, it can also give people more flexibility to cook what the want when
they want to, instead of having to go by what will spoil first.”
FreshPlus models take this a step further with MultiFlow, a forced-air system that ensures consistent humidity and
temperature at every level within the fridge. It also allows the food to reach lower temperatures faster, slowing down
spoilage.
The new fridges are a colorful twist on the company’s new Inspiration Range, which offers full visual alignment across
all product categories. Modern, architectural lines and authentic materials aim to make the appliances elegant and
distinctive, yet adapted to different kitchen environments.
Besides the distinctive colors, premium design elements include full-height arched doors with no visible end cap,
matching sides, a new, long, vertical handle and anti-fingerprint stainless steel with horizontal brushing on the ebony
black model.
The fridges also offer intuitive, touch-sensitive LCD displays with white digits for temperature and function setting. The
displays are visually aligned with those of the other appliances in the Inspiration range. The fridges’ new menus create
more natural access to clever functions in fewer steps and are consistent with the range’s “learn once, use everywhere”
philosophy.
The fridges also offer LED lighting with a premium, “fade in” effect in which light intensity grows smoothly for 2 seconds.
From a practical point of view, LEDs create brighter light and better visibility, while consuming less energy and resulting
in no heating inside the fridge.
Source:
* WRAP and Excotus market research, 2008
** Ipsos Vantis, 2009, Q20: which of the following best describes your household’s shopping behaviour?
Learn more
If you would like to know more about Electrolux, visit www.electrolux.com or call our press hotline at +46 8 738 60 00.
About the Electrolux Group: Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million
products to customers in more than 150 markets every year. The company focuses on innovative solutions that are thoughtfully designed, based on
extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing
machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and
Frigidaire. In 2011 Electrolux had sales of SEK 102 billion and 58,000 employees. For more information go to www.electrolux.com/press and
www.electrolux.com/news.