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Electrolux brings in the drinks

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Steve Cosh, Electrolux Professional’s UK manager for coffee and beverage, demonstrated to dealers some of the manufacturer’s new beverage machine offerings.

Electrolux Professional has quietly been building up a portfolio of beverage equipment manufacturers under its umbrella over the last few years, and it is now ready to make a big splash with them in the market. The firm did just that by inviting a variety of dealers and media to a launch event at its headquarters in Luton on 29 October.

The trio of companies it purchased comprises US-based Grindmaster-Cecilware, SPM Drink Systems, based in Moderna, Italy, and French brand Unic, which is headquartered in Nice.

All appliances will be badged as Electrolux, with offerings including the PrecisionBrew Air Brewer, a filter coffee machine with an ‘Encapsulair’ shuttle which utilises an air convection heating system to insulate and maintain coffee temperature, as well as a Java-tate feature to stir the coffee and keep it blended. Together, this technology should mean each batch of coffee lasts up to 3 hours.

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Other hot beverage machines include the Pony Espresso dispenser, which can use Lavazza and other brands’ coffee pods. This can be operated as a self-service machine without the need for a barista. Plus the Tango model can make up to four hot drinks simultaneously, as it accommodates two heads per coffee group, and its touchscreen control panel can change dispensed drinks offered by just dragging and dropping onscreen.

Steve Cosh, Electrolux Professional’s UK manager for coffee and beverage, told assembled visitors: “We are offering 2-year parts and labour warranties on all our hot beverage machines – no-one else can provide this. Plus our engineers can offer a same day response for maintenance queries if the call is made before 12pm. Dealers and end users will get a response within 24 hours of contact.

Electrolux will carry a stock of standard machines, but will also offer customisation. Cosh added: “We understand we are new to this market and we need to win dealers’ trust and custom.”

On the chilled beverage and ice cream side of things the portfolio includes the CS range, which can manually dispense low sugar juice using up to four 9litre bowls or up to three 18litre bowls, while the touchscreen FJ model can offer four juice types. The slush/granita IPro dispenser includes up to three double-layer I-Tank bowls which prevent condensation and therefore bacteria build up. It can function in ambient temperatures up to 40°C.

Cold cream dispensers can be used for milkshake-style drinks or frozen yoghurt, and each bowl’s temperature can be adjusted individually, with a series of LED light indicators displaying the current temperature in 0.5°C increments. Furthermore, the range of soft ice cream dispensers can produce between 60-600 cones per hour at 75g for each cone. One lever is used per flavour.

Head of sales – foodservice UK and Ireland, Alex Reed commented: “We have been working on the beverage offer project for 3 years and we have made sure that dealers have the support of experts in the coffee and beverage fields. Our Essentia engineers have been to the factories to receive hands-on training, and are also coffee safe trained to carry out boiler inspections.”

While marketing manager Julie Fell said: “We see beverage equipment as an opportunity to leverage our existing channels. This consolidates our position as the OnE global business partner providing food, beverage and laundry equipment.”

Electrolux Professional has also ploughed investment into its Centre of Excellence showroom at its Luton headquarters to incorporate beverage appliances. Training and demonstration manager Stuart Flint reported: “When dealer and end users visit this, we see an increased conversion rate for sales.”

While Reed concluded: “Our team have worked hard to ensure that we have a competitive price point for these stand-out products.”

Tags : beverage dispensersbeverage equipmentcoffee machinesElectroluxElectrolux Professionalevent
Clare Nicholls

The author Clare Nicholls

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