Exhibiting at KBB Birmingham for the first time since its acquisition by Whirlpool, InSinkErator revealed its latest consumer lifestyle brand campaign.

Coinciding with the preview of its Next Generation food waste disposers and Brushed Copper finish 3N1 and 4N1 instant hot water taps, the ‘It’s This Easy’ campaign features lifestyle images, colours and messaging which conveys focusses on how to make kitchen chores easier. 

Ashley Munden commented: “The ‘It’s This Easy’ brand campaign communicates a fresh, succinct narrative around our products, showing just how simple they are to use, and works perfectly with today’s lifestyles.

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“We’re proud of this fresh, new look and believe our retailers will identify well with the attractive approach targeting new customers to the category.

“There’s beauty in simplicity and it remains true to our ethos as a business, creating convenient kitchen solutions which become an everyday must-have.”

He continued: “The new brand campaign dovetails the preview of our Next Generation food waste disposers which are coming in the summer.

“These products have been designed for the modern kitchen, able to easily tackle food waste thanks to advancements in technology.

“It’s an important year for the brand and an exciting time for us to be speaking with our retail partners.

“We are supporting our loyal and valued customers throughout the retail sector and we are excited to be previewing our latest technology, the first of many products to come from InSinkErator.”

Speaking to KBN about its ownership, managing director EMEA InSinkErator Ashley Munden said: “It really is a great strategic partnership because Whirlpool is very much a leading brand in the appliance market.”

Established in 1938, InSinkErator was acquired for $3billion by Whirlpool from Emerson Electric Co in November 2022.