VillaWare brand enters the UK market

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Jarden Consumer Solutions, perhaps best known for its air treatment under the Bionaire brand, has introduced a premium kitchen electrical brand to the UK market. VillaWare, which can trace its roots back over 100 years to Italy and then the US, will feature a starting line-up of five products, which group managing director Mike Yates confirmed was “just the beginning”.

The products – filter coffee maker, espresso maker, jug blender, juicer extractor and food processor – the products are all designed in Europe and represent the first time the group has launched a range of products not currently available in the US.

Prices are at the premium end, but all the products are heavy duty, with steel preferred over plastic in many areas, and the range does offer some neat features and benefits. The espresso maker is a whopping 19 bar pressure rather than the usual 16 or below, to help create an authentic crema, while the filter coffee maker has a function for decaf or caffeinated coffee and is claimed to brew 20% quicker than the competition.

The juice extractor takes in whole fruit without the need to peel and features a jug which separates the juice from the foam. Likewise the blender, with a heavy-duty square-shaped glass jug, takes in large chunks of fruit or veg, unpeeled. Finally, the food processor includes a neat draw at the front of the machine to store the five tools.

VillaWare, “for the passionate, perfectionist cook,” will be distributed through BEAM and available in October.

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