Sunbeam is increasing its investment in the air frying category to support the launch of its Multi Zone Steam Air Fryer, putting more weight behind in-store education, point-of-sale materials and promotional activity for its retail partners.
The company said the launch builds on its existing performance in the category and marks a shift towards closer engagement with retailers, combining consumer education on steam cooking with a gift-with-purchase offer intended to drive interest and encourage upgrades.
The new unit is an upgrade of Sunbeam's existing Multi Zone Air Fryer, adding steam functionality that the company is positioning as the next step in the category. It carries a recommended retail price of $399.
Newell Brands group marketing manager Marie Liganaris said steam is increasingly appearing in premium large kitchen appliances that cost thousands of dollars, and Sunbeam is bringing the same cooking trend to the benchtop. She said the aim is to explain to consumers how steam helps achieve results that are crisp on the outside and juicy on the inside.
According to Liganaris, the Multi Zone Steam Air Fryer is the only product on the market with a removable divider that allows steaming and air frying at the same time across the whole unit.
Liganaris said Sunbeam is performing strongly in the air fryer market and outgrowing the category. She added that bringing steam to a benchtop appliance at this price makes it easier for households to lift the standard of everyday meals at home.
Steam is also the focus of the brand's store-level education programme. Point-of-sale materials built around recipe booklets are designed to explain why consumers should upgrade to steam, and Sunbeam's field team is delivering training in stores. Liganaris described the store training investment as a major shift for Sunbeam, which has concentrated heavily on digital channels over the past few years.
Ahead of the retail push, Sunbeam held what it described 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 supported by a gift-with-purchase promotion run through online redemption. Consumers will receive a set of three Sistema glass containers with a recommended retail value of $80, which can be used for meal preparation, cooking in the air fryer and storing leftovers. Sunbeam said the offer is intended to drive interest in the launch and encourage upgrades.
Liganaris said the combination of activity makes the launch one of the strongest Sunbeam has run from an in-store perspective.