Active Food Systems has carried out a major review of its brand that it hopes will translate into more sales of its flagship Synergy Grill through the UK channel.
The company, which now builds the energy efficient grill in the UK and has a showroom in Cambridgeshire, recently recruited the services of a specialist brand design agency to assess its pull with the end-user market.
It assessed the Synergy Grill brand and created a new recognisable identity and logo based upon the unique selling points of the grill, including the strapline ‘Clever Cooking’.
The tagline is designed to generate questions and research into the product, as one of the challenges Active previously faced was articulating all the elements that make the Synergy Grill unique, such as the atomising combustion system that burns less energy than is typically associated with a conventional grill, while still ensuring food retains its flavour.
Active has now followed this up by launching a new website which it says is much more user-friendly and informative than before, with the features and benefits clearly displayed, and examples of new installations from various markets.
“Since January we’ve been working with various dealers and end-user groups trialling the grill in either test kitchens or in various customer kitchens,” explained managing director Gary Evans. “All tests have proved hugely positive so far and without being able to mention any company names, we have been appointed grill of choice for certain outlets with some end-user groups.
“We’re even making a bigger grill at the request of one operator. We’re hoping to be able to make announcements once final testing has taken place.”
Evans said that the grill had also become popular with some customers for another reason: eliminating the risk of kitchen fires.
“It appears that kitchen fires start with either the grill fat tray or the induction system. As Synergy Grill does not have a fat tray and atomises all fats from cooking food it produces white smoke — not a black oily smoke — which doesn’t clog ventilation ducts, reducing the fire risk significantly,” he said.