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A new world of taste for steam cooking!
With Steam’Up, launched in early April in France, Groupe SEB is revolutionizing steam cooking. Featuring innovative and exclusive technology, Steam’Up ushers in a new generation of appliances for healthy and delicious cooking.
“Steam-cooked meals may be healthy, but they lack taste and variety.” So said consumers in a Groupe SEB survey conducted in 2016 in France and the UK. That message has been received loud and clear. After several years of research and development, the Group has launched Steam’Up, an appliance that takes steam cooking into a whole new world of taste.
“The secret of this innovation, protected by three patents, is based on an original reversal of the steam circuit,” says the International Product Manager, Deep Fryers and Steam Cookers. “Unlike regular appliances, rather than rising, the steam descends to the ingredients, which are cooked together, blending their flavors and expressing all the taste of the recipe. Users simply put the ingredients in a recipient, place Steam’Up on top, and let the steam do its work. The appliance works without pressure and without exceeding 100 °C, sealing in all the nutrients.”
Steam’Up’s main strength is big flavor, but it also boasts other advantages, including eight automatic programs adapted to various food groups, a manual mode, and 100 recipes ranging from starters to desserts. In addition, the new appliance is lightweight, compact and extremely easy to clean with a simple wipe of a sponge.
Steam’Up was launched in France in early April, initially at specialist retailers, including Darty and Boulanger, and on e-commerce sites such as Amazon and c-discount, and then this summer in mass retail, at a recommended price of €199. In a few weeks, it garnered over 100 positive opinions on websites, with an average score of 4.3 out of 5. “Consumers particularly appreciate its highly innovative side, together with its practicality and the variety and quality of the recipes,” says the International Product Manager. “Retailers are also very happy with the new product, and even if it is too early to make a sales review, the future looks extremely bright!” The launch was backed by a powerful digital communication campaign on social media (Facebook, Instagram and Pinterest), with over four million French people have already watched a message or video on Steam’Up.was also created in early May, in which users share recipes.
In early 2020, Steamup will continue its international roll-out starting with Germany in February (TV shopping).
Steam’Up won the Grand Prix de l’Innovation 2019 awards held at the Foire de Paris trade fair.
MOULINEX Steam'Up
Steam’Up is manufactured at the Is-sur-Tille production site, which also produces the famous Actifry appliance having sold eight million units since 2006. Let us hope that Steam’Up enjoys the same success as its illustrious predecessor in championing healthy and tasty cooking, Groupe SEB style!
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