Ninja ramps up offer in kitchen appliances category


Ninja, the number one brand by value in the multi cooker category in the UK, has launched a raft of new kitchen appliances, with innovative new features borne out of consumer insights. 

The new products are:

  • Ninja Foodi Multi-Cookers
  • Ninja Foodi Dual Zone 7.6L Air Fryer
  • Ninja Foodi MAX Health Grill & Air Fryer
  • Ninja Blender with Auto-iQ
  • Ninja 2-in-1 Blender with Auto-iQ
  • Ninja Food Processor with Auto-iQ
  • Ninja 3-in-1 Food Processor with Auto-iQ

The Ninja Food MAX Health Grill & Air Fryer, for example, features a leave-in Digital Cooking Probe that monitors your food’s temperature as it cooks and lets you know when it’s ready to remove and rest.

The new blender and food processors, meanwhile, feature Auto-iQ
blending and processing programs, which are tailored to give the required results at the press of a button.

Shark Ninja VP marketing EU, Jess Levy, said the innovations were the result of customer insights and that a panel of up to 500 consumers have provided feedback on the new lines

On Auto-iQ, Levy said the aim was “to make it as simple as possible” so that people can multi-task when they cook. “You just press one button and let the automated process do the work for you,” she said.

Similarly, the probe is designed to help cooks who feel less confident with cooking.

“That feedback comes out in the customer insight – customer’s insecurity if their meat is undercooked or overcooked. That’s how the cooking probe came along – to solve a pain point and is the heated appliance version of Auto-iQ,” Levy said.

The new lines are being promoted via TV advertising with Ninja enjoying a 95% share of voice in kitchen and cooking appliances in Q4. According to Levy, TV advertising is a huge driver of consumer awareness with viewers three times more likely to purchase a product after seeing a TV advertisement.

Despite the multi functionality of the new appliances, blenders and processors, consumers do buy across the portfolio, Levy said. “Once somebody tries a Ninja product they are sold and want to sample other products,” she said. “They don’t stop at one device and they keep in touch via social media or our Ninja Cooking Circle [destination for recipe needs]. We are beginning to grow a wonderful Ninja foodie community,” Levy added.

The new product launches have fast-tracked Ninja into the mainstream heated appliances category. One year ago, the brand was mainly known for its Nutri Ninja benders and processors.

Levy said the move enabled Ninja to challenge legacy brands such as Tefal, Kenwood and Morphy Richards, arguing “we give you more”.

“We don’t just pick product off the shelf and create me too products,” Levy said. “Our innovation scope and versatility is a result of the consumer insight sausage factory that we run. We are a brand that’s dedicated to solving consumer pain points, with customers aspiring to own and loving our products when they get them,” she said.