The GE brand is back in the world of countertop appliances with the launch of 19 new products from GE Appliances (GEA).
Across the company’s GE, GE Profile and CAFE brands, the new assortment includes coffeemakers, toasters, toaster ovens, blenders and food processors.
“GE Appliances is built on the legacy of inventing the category of countertop appliances that added convenience and innovation into the home. It’s part of our DNA, and it’s time to bring it back to be part of our business,” said Andre Zdanow, executive director of small appliances for GE Appliances. “This new microenterprise expands on our heritage and our deep-rooted expertise in engineering.”
While the brand has not been prominent in the countertop appliance space in recent years, it does have a legacy in the segment dating back to the start of the 20th century. GE’s first full line of countertop cooking appliances launched in 1904 and its first electric toaster debuted a year later.
The new line of kitchen electrics was developed by teams of engineers at GEA headquarters in Louisville, Ky. They are building on the success of GEA FirstBuild, its global co-creation community that hatched best-selling products like the Opal Nugget Ice Maker, company officials said.
“The habits of consumers have changed dramatically over the last several months of the pandemic,” said Zdanow. “As people are making most of their meals at home, they have experienced everything from recipe experimentation to cooking fatigue.”
The new small appliances will be available for purchase at geappliances.com and cafeappliances.com later this month. They are currently available for purchase at bestbuy.com and Best Buy locations across the U.S. and will continue to roll-out to retailers nationwide.