Sunbeam is stepping up its investment in the air frying category ahead of the launch of its Multi Zone Steam Air Fryer, with support for retail partners built around in-store education, point-of-sale materials and promotional activity.
The company said the launch marks a shift toward deeper retail engagement, combining consumer education on steam cooking with a gift-with-purchase offer intended to build interest and encourage upgrades from existing air fryer owners rather than only first-time buyers.
Steam pitched as the next evolution
Marie Liganaris, group marketing manager at Newell Brands, told Appliance Retailer that Sunbeam is growing faster than the air fryer category. The brand already offers a Multi Zone Air Fryer, and the new model adds steam functionality, which the company positions as the next evolution of the format.
According to Liganaris, steam is increasingly appearing in premium large kitchen appliances that cost thousands of dollars, and Sunbeam is bringing that cooking trend to the benchtop at a recommended retail price of $399. The appliance is pitched at making it easier to improve everyday meals at home.
The company says its aim is to show consumers how steam helps achieve results that are crisp on the outside and juicy on the inside. It also claims the unit is the only one on the market with a removable divider that allows steaming and air frying at the same time across the whole appliance.
Training and point-of-sale support
Sunbeam is focusing on store-level education with its retail partners, supported by point-of-sale materials centred on recipe booklets and the case for upgrading to steam. The company said its field team is delivering significant store training, describing the effort as a major shift after several years in which it invested heavily in digital channels.
The push also reflects where Sunbeam has chosen to concentrate its marketing spend. Having leaned on digital investment over recent years, the company is now directing resources toward store floors, supported by training for retail staff and materials that explain steam cooking.
Launch support at a glance
- In-store education and point-of-sale materials, including recipe booklets setting out the case for steam.
- Store training delivered by the Sunbeam field team.
- A gift-with-purchase offer of three Sistema glass containers valued at RRP $80, redeemed online and intended for meal preparation, air fryer cooking and storing leftovers.
- A "Fry Thru" activation in the Sydney CBD introducing the appliance to consumers.
Sydney activation
Sunbeam recently ran what it described as a world-first "Fry Thru" activation in the Sydney CBD to introduce the Multi Zone Steam Air Fryer and demonstrate the versatility of steam when air frying.
Liganaris said the combination of investments makes the launch one of the strongest Sunbeam has undertaken from an in-store perspective.