Hobart swaps MBM for own brand

Hobart Hotelympia stand
Hobart’s Hotelympia stand showcased its new brand name line-up.

Hobart Cooking Solutions has relaunched its own name cooking equipment, replacing its MBM ranges.

The ‘Hobart’ name could be found on cooking appliances that the manufacturer made in the past, but in more recent years the portfolio has centred around other individual brands that it owns.

However, the re-emergence of the Hobart badge on cooking suites signals its intent to grow market share in prime cooking and identify with customers that value the parent brand.

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Simon Merrick, director of Hobart Cooking Solutions, commented: “The Hobart name is synonymous with quality and is very well-known here in the UK market place, so we have relaunched it on the horizontal cookline, plus we’re adding in the fact that we have launched a new combi oven, called Chefmate, which is also a Hobart product.”

Chefmate is available in 4, 6 and 10 grid capacities, with electric and gas, and basic and full touch display options. The range is expected to form part of what will be an expanded line of Hobart cooking appliances in future.

“I think the significant thing for us is that the brand is renowned for quality, reliability and robustness,” added Merrick.

“We feel that it is a very competitive market place, but the Hobart name is going to help us and help our customers know that they are going to get a very reliable product. This is very attractive to dealers.”

Following the re-launch, the Hobart Cooking Solutions portfolio now consists of three core brands: Hobart, Bonnet and Elro.

Merrick said the firm can now provide a “good, better and best” scenario for all its cooking appliances, allowing it to offer a solution for all price points.

Tags : cookingHobartmbmrangesre-brandsuite
Clare Nicholls

The author Clare Nicholls

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