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Portrait Ankarsrum® Kitchen AB

Keeping out of the cupboard

Portrait

The ankarsrum deluxe package on a table
The Ankarsrum® Assistant is a high-quality machine with a life span far longer than its seven-year warranty. New accessories work with older machines and vice versa

How many kitchen gadgets are bought with good intentions and, after a short time, are left to collect dust in the cupboard? Research shows that once a kitchen aid is put away in a cabinet, the likelihood of it being used decreases dramatically. Customers of Ankarsrum® Kitchen AB, the Swedish manufacturer of the renowned Ankarsrum® Assistant, are not only proud to display the machine in their kitchen, they are also enthralled by its capabilities.

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“Consumers choose an Ankarsrum ® Assistant that either blends with their kitchen or stands out,” says Managing Director and Business Area Manager for Product Marketing Marcus Grimerö. “We continuously work with new colours, so the machine is compatible with new trends.”

The Ankarsrum ® Assistant has a long and impressive history dating back to 1937; since then, over 1.5 million machines have been sold. Originally owned by Electrolux – this brand name was used until 2008 when Ankarsrum® bought the rights to the Assistant – the machine is essentially the same product it was 75 years ago. With an open bowl making it easy to add ingredients, the motor is in the base, which weighs the machine down and ensures it is stable.

“Of course, colours and the exterior design have changed over time, and we now use a 1,500 W motor instead of the old 200 W version,” notes Mr. Grimerö. “It also has a timer and automatic power control now, but the core of the product is the same.”

The Ankarsrum® Assistant is also very high quality, making it an economical investment. “We provide a seven-year warranty, but the machines last much longer than that,” Mr. Grimerö continues. “We get calls from people who are still using Assistants they bought in the 1950s and 1960s. New accessories bought today fit old machines, and older accessories work with new machines. Customers really appreciate the forwards and backwards compatibility.”

Marcus Grimerö is the Managing Director at Ankarsum Kitchen AB
Marcus Grimerö, Managing Director and Business Area Manager for Product and Marketing at Ankarsrum® Kitchen AB
Ankarsrum AKM6230BD on a bench with green cabbage
The Assistant not only looks good, it is so practical that consumers want to keep it very close at hand
Ankarsrum AKM30BD with pastaroller
Originally invented to mix dough, today the Ankarsrum® Assistant has accessories for many modern cooking functions

Ankarsrum® Kitchen is part of the Ankarsrum® Industries group; the Assistant’s motor and chassis are made by other companies in the group. Exports account for 60% of sales, with very strong markets in Scandinavia and Germany.

“The export market is our focus right now, and we are working closely with distributors to enter new markets,” Mr. Grimerö explains. “We also want to make it even easier for consumers to buy and use the Assistant. In Scandinavia, we mostly sell through retailers with trained personnel, and we also use social media to inspire users across Europe – they share recipes and ways of working. We try to spread the joy of making your own food from scratch. We get huge amounts of feedback from consumers who love the Assistant and, more importantly, use it several times a week.”

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