Hitachi brings cool sales to the hottest retailers this summer

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Hitachi Europe said it is driving style and innovation into UK kitchens this summer with a new range of premium refrigerators, available exclusively through Euronics retailers across the UK.

The move is backed by a consumer media PR campaign designed to raise brand awareness, sell-in unique features of the range such as the Vacuum Compartment, and drive customers into Euronics’ member stores.

From traditional 60cm wide fridge-freezers to the flagship four-door kitchen centrepiece model, the range offers stylish coloured glass door fronts, the latest cooling technologies to extend the life of chilled foods, and class-leading energy efficiencies throughout.

The new range spans five models covering a traditional two-door fridge freezer with the freezer at the bottom, and a three-door side-by-side model with dedicated high-capacity vegetable compartment. The top of the range trio are four-door models packed with features including Selectable Zone cooling, touch opening doors, automatic ice makers and Hitachi’s innovative Vacuum Compartment (depending on model).

Suggested retail prices start at £999, rising to £2,599 for the flagship four door model, giving retailers a premium ‘centrepiece’ range of refrigeration appliances for customers looking to create a unique kitchen experience.

The entire Hitachi refrigeration range is backed up by a five-year customer guarantee.

All five models feature glass front doors, giving these appliances a unique high-gloss, easy to clean finish in a range of colours, including a gently fading grey to black transition for the most contemporary of kitchens.

The toughened glass finish is far more durable than traditional painted sheet metal doors, easier to keep clean than stainless steel, and enables touch controls to be seamlessly embedded into the glass. The mirror-flat door fronts, crisp angular corners, and unique colours (black, grey, white and gradation grey), offer a stand-out look that becomes a real centrepiece of the kitchen.

At the heart of Hitachi’s refrigerator range are energy-saving Invertor Compressors and dual-fans to increase the efficiency of both fridge and freezer compartments. The result is very even and uniform cooling without the large swings in internal temperature typical of traditional compressors, keeping food fresher for longer while using less energy.

Combined with Hitachi’s Vacuum Insulation Panel (VIP) insulation, food will also stay fresh in the event of a full power cut for up to 15 hours.

The hero feature of Hitachi’s UK refrigeration range is the innovative Vacuum Compartment – and uniquely demonstrable to customers on the shop floor.

This unique refrigerator drawer seals air-tight when closed and then extracts air out of the compartment automatically. Not only does this dramatically increase stored food longevity through reduced oxygen in the drawer (slowing the oxidation/decomposition process), but it also helps keep meat and fish moist, retains nutrients and colour in fruit and vegetables, and maintains the flavour and texture of cheeses. It is like ‘vacuum packing’ fresh food at home every time you close the drawer.

Running in store, simply lifting the Vacuum Compartment handle creates a ‘whoosh’ of air, demonstrating that the drawer pressure has equalised with the room and can be opened easily.

Independent tests at the Suranaree University of Technology in Thailand showed the Hitachi Vacuum Compartment retained 97% of the DHA in fresh fish (mackerel) after three days compared to just 93% in a standard chiller compartment.

In fresh fruit, vitamin levels can drop dramatically in the fridge, yet the Hitachi Vacuum Drawer retained 30% more vitamin C in pineapple than a typical refrigerator over the same three days. These benefits have a significant impact on nutrient retention in fresh food over even longer periods of storage.

Once sealed, the Vacuum Compartment maintains 0.8 atm. air pressure, which has the additional benefit of opening the texture of meat and fish, making marinading quicker and more effective.

For customers looking for cooling flexibility, several models in the new Hitachi range offer a flexible cooling compartment that can be changed according to the family’s daily or weekly needs.

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