SharkNinja elevates expertise in electrical cooking appliances with new range and advertising push

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SharkNinja has launched a range of electrical cooking appliances and is supporting the category with its first major advertising push in the autumn.

The private-equity owned brand, which is famous for its floor care range of appliances in the UK, is introducing four new appliances under the Ninja brand: the Foodi multi-cooker, an air fryer, health grill & air fryer and a blender & soup maker. The Foodi and air fryer are also available in ‘Max’ formats, offering a larger cooking capacity and more functions.

According to Matt Broadway, SharkNinja president Europe, the cooking appliance range gives the brand the credentials to seriously compete in the category and offers “better tech for a little less money”.

Ninja Foodi: on TV next month

The brand’s TV advertising campaign, featuring the Ninja Foodi, will break on 27 September and will run up to Christmas.

“It’s the first time we have a product range that gives us the confidence to be on the TV for a long period,” said Broadway.

Broadway revealed the brand is planning a website to aggregate recipes from Ninja users plus its own development team. The company is relocating from its Wakefield HQ in October to new offices in Leeds, which will feature two purpose-built kitchens; and is hiring for UK recipe development. Brand influencers may also be used to trial products in place of conventional cooking equipment.

New vacuum technology

Anti-hair wrap feature added to Shark vacuums

The company is also introducing new technology under the Shark floor care brand with an anti-hair wrap device on the brush bars of its vacuum cleaners. 

Shark has become the UK’s fastest growing vacuum cleaner brand with a leading 42% share of the corded upright market in 2018 and a 24% share of the overall category, chasing Dyson at 28%.

The brand has invested heavily in the UK market, in both product development and with TV and digital advertising. The company has also significantly expanded its team of brand ambassadors from 20 in 2018 to 200 today. According to Broadway, these in-store demonstrators give bricks and mortar stores the edge and may be deployed to showcase Ninja products in the future too. 

“That’s where bricks and mortar can win – you can’t do that on Amazon or AO.com,” Broadway said. “Doing more of that kind of drama and theatre in-store brings a huge advantage to the brand and retailers as well.”