Benton Harbor-based KitchenAid today announced that its new, global super premium blender business unit will debut its first product this spring — a $600 high-performance blender for home use.
“It was important for us to come out of the gate with a true game-changer,” says Kay Oswald, global business unit director of KitchenAid Blenders. “Our very first product sends a signal to retailers and consumers that KitchenAid intends to lead the category in performance, innovation, and marketing.”
The new blender, called Torrent, has an interlocking magnetic drive that replaces a traditional coupler mechanism. The company will mark the product’s launch with demonstrations; a promotional partnership with distributor Melissa’s Produce; a dedicated website with blender-related recipe and video content.
All high performance KitchenAid blenders will be assembled at the brand’s Greenville, Ohio manufacturing operation, which is nearly doubling in size to accommodate growth in its global small appliance business, Oswald says.