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Electrolux Shows Anova Purchase Wasn’t Just About Precision Cooking

by Chris Albrecht
March 27, 2018March 29, 2018Filed under:
  • Robotics, AI & Data
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Just a little more than a year ago, home appliance maker Electrolux acquired sous vide startup Anova. Yesterday, we got to see some of the fruits of that acquisition as Electrolux announced it was using the Anova team to help launch the Pure i9 robotic vacuum.

At first glance, this might seem a little incongruous. The maker of a sous vide machine being used to launch a vacuum? But the press announcement shines a little more light on the subject and the reasoning becomes clear. Electrolux said it was using the Anova team in San Francisco to handle “the entire customer experience–from pre-purchase to post-purchase and everything in-between.”

The robot vacuum market has a lot of players, and Electrolux faces stiff competition here as most people probably already associate robot vacuums with the Roomba. Electrolux is going to need all the help it can get.

What this shows is that Electrolux wasn’t just buying a sous vide cooker — it was picking up a whole team with experience in breaking new products in the U.S. market. Anova has already had success launching one product in a nascent category, stands to reason they have a good shot at replicating that success. Plus, both the sous vide machine and Pure i9 are devices you program though a mobile app, so the company knows how consumers interact with phone-controlled devices.

Can Anova’s precision carryover from the kitchen into home cleaning? Stay tuned to see if their marketing savvy can make room for this robot.


Related

Electrolux Acquires Sous Vide Market Leader Anova for $250 Million

The world's second biggest appliance maker makes a bet on the connected kitchen and precision cooking.

Sous Vide Specialist Anova Informs Community Its App Is Going Subscription, and It’s Not Going Well

Last week, Anova CEO Steve Svajian announced that the company will begin charging a subscription fee for new users of its sous vide circulator app starting August 21st, 2024. However, existing users who have downloaded the app and created an account before this date will not be impacted by the…

Electrolux Launches Connected Multi-Function Blender Powered by Drop

Swedish appliance maker Electrolux announced yesterday the launch of its Master 9 Multi Blender, a connected multi-purpose countertop device with an accompanying app powered by Drop. The press announcement didn't have many details, but a video posted by Electrolux last month shows a rendering of what the Master 9 is…

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