FriFri extends reach to UK distributors

Fryer brand FriFri is to make its first British exhibition outing this month since responsibility for product design, manufacture and sales was shifted to the UK last year.

The Middleby-owned brand was managed out of Italy until August 2012 when a decision was taken to fold it into Lincat’s UK-based operation.

John Shepherd, who was appointed as international brand manager to oversee the business, says distributors will be able to get their first real overview of the range at Hospitality in a fortnight’s time.

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“Since August we have been working hard to apply Lincat organisational and manufacturing expertise to the entire FriFri operation, in order to promote customer confidence in every aspect of the brand and its products,” he explained. “We are looking forward to introducing the FriFri range to UK customers at Hospitality 2013 and explaining our absolute commitment to first-class customer service.”

FriFri plans to exhibit a wide selection of its high specification electric fryers at the event, as well as debut a new high-efficiency gas fryer, the Frifri Vortech.

The FriFri range comprises 12 freestanding, 13 built-in and 11 counter-top models. The portfolio also includes chip scuttles and pasta boilers.

FriFri began life as an independent Swiss company and was acquired by Middleby in 2009. Products are now manufactured at a dedicated cell at Lincat’s Lincoln production base, where the majority of FriFri products and components are also held in stock.

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