GREENVILLE – KitchenAid was surely grandma’s go-to workhorse in the kitchen, and the brand has carried on, ageless and timeless since then. Monday, a new product line was launched with that same quality and power that is the hallmark of the company, but with an unapologetic modern edginess as well.
The company held a launch event for the Pro Line Blender Series with none other than the social media darling of blender aficionados herself, Tess Masters, as spokesperson for the line.
Masters is an Australian-born actress and voice over artist, known online as “The Blender Girl.” A resident of Los Angeles, she operates a website full of healthy blender recipes at healthyblenderrecipes.com or theblendergirl.com. She has a cookbook called “The Blender Girl.”
She also has nearly 76,000 followers on Pinterest, nearly 350,000 likes on her Facebook page and more than 48,000 followers on Instagram.
Masters has demonstrated the blender for retail outlets and said they have all “freaked out” at the product.
“To be around people who are already familiar with what’s out there, it’s a no-brainer,” Masters said.
“All the rest of the machines are ugly,” Masters said of other blenders on the market. “That’s one of the biggest complaints in the space. But for people to see something so gorgeous that matches in performance is exciting.”
The typical response on unboxing? “That is one sexy blender!” Masters said.
The KitchenAid Pro Line Series Blender will be the most powerful blender available for home use on the market. It will be available exclusively from Williams-Sonoma beginning in May. Around September, Darke Countians will be able to walk into the KitchenAid Experience in downtown Greenville and pick one up off the shelf.
Two models of the blender will be available, both featuring a 3.5-horsepower motor, self-cleaning cycle and 10-year warranty. The upgraded models provide the added convenience of a dual-wall Thermal Control jar that quickly heats blended ingredients using nothing but friction energy in as little as four minutes, while staying cool to the touch, and retaining the temperature for host soups and sauces.
“I own every blender in the world, and this is the best I’ve ever had,” Masters said.
Masters said the machine is so powerful, she’s rarely had to go above “8” on the power control. But for those who want to experience a real kick, it goes to “11.”
An homage to the cult classic mockumentary about a fictional rock band, “This is Spinal Tap,” the fact that the dial goes to “11” was a deliberate choice.
Brandon Mock, senior project designer, confirmed the reference to the film. “We knew blender superusers and chefs could be quirky types,” Mock said. “We knew we had the most powerful blender. Everyone else goes to ‘10.’ Eleven’s better than 10.”
In the film, fictional guitarist Nigel Tufnel, played by Christopher Guest, proudly explains that his amplifiers’ dials go to 11, because that is “one louder” than 10.
Masters got the opportunity to build her own blender during the launch event.
“I couldn’t sleep last night,” Masters said. “It was so exciting.”
She was equally impressed by the workforce as she was by the machine, noting how good the assemblers are at their jobs. Workers on the new product line will produce 500 blenders a day.
“I was very humbled by my experience here … because I was dreadful at it,” she said.
Beyond sheer power, the new blender offers several features that make short work of blending even the most challenging ingredients. They include patented asymmetric blades that pull ingredients into a powerful blending vortex; a Flex-Edge tamper that doubles as a spatula for scraping ingredients off the sides of the jar; a jar pad that keeps the container from moving; and an ultra-strong, warp-resistant lid that fits securely on the jar, minimizing spills while in use.
Unlike most other blenders on the market, the blender and its knobs are constructed of die-cast metal instead of plastic.
Masters also pointed out during her demo that the cap in the lid – which is removable for adding ingredients while blending – also doubles as a measuring cup.
“I love that no opportunity to utilize real estate in a really mindful way was missed,” Masters said.
The standard model will be offered in Frosted Pearl White and Onyx Black at a suggested retail price of $599.99. The upgraded model, with a suggested price of $699.99, will be available in Candy Apple Red, Imperial Black and Medallion Silver. Williams-Sonoma will be offering the models at $499.95 and $599.95, respectively.