ERT Awards Supporting Information
Best New Product – Small Domestic Appliances
Morphy Richards – Mixstar Compact Stand Mixer
Leading SKA brand Morphy Richards has revolutionised the stand mixer market with the launch of the Mixstar – a compact appliance designed to solve the problems of traditional, bulky stand mixers.
The MixStar incorporates several technical innovations which make it easier and less time consuming to use.
The 650W motor is positioned under the mixing bowl to create an open top design, removing the bulk associated with traditional mixers and making it more compact and easier to store. Its open design also means there is no need to switch it off to add ingredients.
Dual counter-rotating mixing attachments, which rotate on their own axis whilst also spinning around the bowl, replace the traditional large mixer arm.
Dual scrapers which rotate at the same time as the attachments, helps to incorporate all the ingredients effectively without having to stop the mixer frequently.
The neat storage caddy for all the accessories sits within the bowl when not in use which makes is less bulky than traditional stand mixers, giving it a smaller footprint and lower height to fit more easily inside cupboards, while still offering a generous four litre working capacity.
The digital count-up timer starts when mixing begins, pauses when needed and continues to count when mixing starts again and can be reset for each stage of the recipe.
The MixStar includes two beaters, two whisks and a dual dough hook to cover all cooking styles and requirements, as well as boasting six mixing speeds. It has a large four litre stainless steel bowl and a transparent splash guard covers the full bowl, with a built-in inlet, with cover, to make it even easier to add liquids and ingredients without splashes, and it can even be used under a kitchen cupboard without having to pull it forward.
Morphy Richards gathered extensive consumer insight ahead of launch and the product was positively received during range reviews with retailers describing it as a ‘well-considered consumer-led product innovation’. The launch, in December 2020, was supported with a full suite of assets including photography, videos and POS and the Mixstar has already achieved substantial listings with Amazon, Argos and AO, as well as being distributed to independents through Morphy Richards’ partner, Big Red.
A social influencer campaign to support the launch was in place from December across Instagram, with an impressive engagement rate of almost two per cent and this was further enhanced with a social comms programme from January, amplifying Mixstar’s consumer benefits with hero content linked to notable dates and foodie events such as Veganuary.
The product has already achieved strong online consumer reviews, including 4.8/5 on Amazon.