Electrolux Hosts Distributors and Media at Masterpiece Collection Showcase

Electrolux invited key distributors and media to a Great Tasting Breakfast at Organic Café to showcase the launch of the Masterpiece Collection of powerful small kitchen appliances.

Shady Ibrahim, Middle East Sales Manager of Electrolux Small Appliances, hosted representatives of the global home appliance leader's key distributor, Jashanmal along with select media and food bloggers at a breakfast event at Organic Café last week. The event took place on Monday, 18^th May 2015, to showcase Electrolux's latest range of technologically advanced small kitchen appliances, titled Masterpiece Collection®.

The collection launched in the UAE on 15^th April 2015 and is available in Jashanmal stores and other key retailers. The Masterpiece Collection® is a new and powerful domestic kitchen range, created with the expertise gained from designing professional appliances for some of the world's best chefs. Its timeless classic appearance is a result of a mix of dies, cast aluminum and stainless steel.

Electrolux hosted the event at Organic Foods and Café, a venue that shares the company's vision for a sustainable future and passion for great quality ingredients. Chef Robert Chandler from Organic Café introduced the range to the esteemed guests, demonstrating the benefits and key functionality of the range through a specially prepared menu of Electrolux recipes including Greek tapenade and Peruvian chocolate fudge.

The collection includes a tabletop blender, a food processor and an immersion blender. Learning from and working with some of the world's best chefs, Electrolux has gained experience and knowledge which have been transferred to this high-end line of appliances for customers who want to cook professional-quality meals at home. The Masterpiece Collection® has unique technology such as the PowerTilt® technology for smoother blending, and TruFlow® Pro technology to swiftly create the smoothest velvety results with precision for any ingredient. These innovations each come from years' worth of research and testing in professional kitchens, where innovations only count when they serve to improve taste.

“Almost half of all Michelin-starred restaurants in Europe use Electrolux appliances, and with the next Masterpiece Collection® we bring that expertise to your kitchen.” says Shady Ibrahim. He further stated that; “The state-of-the-art range has unique, tested technology and will help consumers to create results that match restaurant-level ambitions with maximum cooking efficiency.”