Electrolux sponsors winter food festival

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Electrolux has been announced as the headline sponsor of ‘Taste of London Winter’. From November 20-23, the festival will run in London’s East End where some of the country’s chefs will ‘inspire and inform food lovers with their culinary prowess’ – using Electrolux’s ovens and hobs.

Located at Tobacco Dock near Shoreditch, ‘Taste of London Winter’ (formerly known as ‘Taste of Christmas’) is themed around ’Forgotten Foods’ and will celebrate the UK’s culinary heritage.

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Electrolux‘s Michelin starred partner chefs Tom Kitchen, Colin Mcgurran and Francesco Mezzei will appear in the Electrolux feature areas: the ‘Electrolux Taste Theatre’ will host an array of chefs and up and coming talent showcasing their culinary skills including Atul Kochhar, Michel Roux Jr, Monica Galetti, Raymond Blanc, Theo Randall and Valentine Warner, while the ‘Electrolux Chefs’ Secrets’ will give visitors the opportunity to take part in an interactive cooking demonstration while also getting hands on with the latest steam and induction technology.

A new feature from Electrolux for 2014, first showcased at ‘Taste of London’, is ‘Electrolux Secret Ingredient’. ‘Secret Ingredient’ is reportedly intended to empower and expand the cooking capabilities of aspiring home cooks by giving visitors a sensory experience involving sound, smell, touch and taste using naturally sourced, matched seasonal ingredients.

Electrolux marketing manager Vanessa Holloway said: “Electrolux with its partner chefs aims to give you an interactive cooking experience like never before, using the latest steam ovens and induction hobs so food-lovers can be super inspired with new cooking techniques, delicious dishes and top tips from their much loved chefs.”

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