Sunbeam is stepping up its investment in the air frying category with the launch of its Multi Zone Steam Air Fryer, channelling support toward in-store education, point-of-sale materials and promotional activity for its retail partners.
The push builds on the brand's performance in the category and marks a shift toward deeper retail engagement, combining consumer education about steam cooking with a gift-with-purchase offer designed to drive interest and encourage upgrades.
Steam framed as the next evolution
Newell Brands group marketing manager Marie Liganaris told Appliance Retailer that Sunbeam is performing well in the air fryer market and outgrowing the category. The company already offers a Multi Zone Air Fryer; the new model adds steam functionality, which Sunbeam is positioning as the next evolution of the format.
Liganaris said steam functionality is increasingly moving into premium large kitchen appliances costing thousands of dollars, and that Sunbeam is bringing the same cooking trend to the benchtop at a recommended retail price of $399, with the aim of making it easier for households to lift the quality of everyday meals.
Consumer education centres on what steam contributes during air frying. According to the company, the appliance is the only one on the market with a removable divider that allows steaming and air frying at the same time in the one unit, and the messaging explains how steam helps deliver results that are crisp on the outside and juicy on the inside.
Training and point-of-sale support
Sunbeam is also focusing on education at store level with its retail partners. Point-of-sale materials highlight recipe booklets and the reasons consumers should upgrade to steam, backed by what the company describes as a significant investment in store training by its field team.
Liganaris described the combination as a major shift for Sunbeam, which has invested heavily in digital channels over the past few years.
Activation and gift-with-purchase
Ahead of the rollout, Sunbeam held what it describes as a world-first 'Fry Thru' activation in the Sydney CBD to introduce the Multi Zone Steam Air Fryer and demonstrate the versatility of steam when air frying.
The launch is accompanied by a gift-with-purchase promotion handled through online redemption. Consumers will receive a set of three Sistema glass containers valued at a recommended retail price of $80, which can be used to prepare meals, cook in the air fryer and store leftovers.
Liganaris said the combination of investment makes the launch one of the strongest Sunbeam has undertaken from an in-store perspective.