Electrolux Is Bringing Its Revolutionary Cooking Tech to the U.S. Market

We've tasted the future, and it's steam.

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Electrolux is a big deal in the culinary world. If you need proof, know this: More Michelin-starred chefs use its products than any other manufacturer.

Today at IFA Berlin, the company proved the mettle of its newest kitchen tech in the best way possible: by cooking for a hungry crowd of journalists.

These days, Electrolux is all about steam cooking. According to company reps, it's the preferred method of professional chefs, with roots going back hundreds or thousands of years. Steam, Electrolux argues, produces more even cooking, retains more nutrients, and results in more flavorful, more tender food.

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Electrolux's massive IFA booth is dominated by steam cooking technology.

It’s hard to argue with those claims after eating the lunch prepared by chef Christian Mittermeier, who whipped up thyme-steamed veggies, salmon, and rump steak in front of the drooling crowd. He was assisted by several Electrolux/AEG executives, who helped prep ingredients... when not discussing the virtues of steam.

The food—particularly the delicate salmon filet—was cooked to perfection, and quite tasty.

At IFA, Electrolux is highlighting its latest ProCombi SousVide steam oven, sold under the AEG brand. It's an incredibly sophisticated machine, able to perform more or less like a traditional sous vide cooker, using steam instead of a water bath. It even includes a vacuum sealer drawer.

But while sous vide is the oven's main attraction, it can also do traditional steaming, baking, and grilling.

Electrolux has big plans to launch an American steam assault starting in 2015.

So far, these ovens have only been available in Europe, where steam cooking has an enthusiastic following. Cracking the U.S. market has been a challenge, but according to Electrolux CTO Jan Brockmann, the company has big plans to launch an American assault starting in 2015.

Though he couldn’t specify which ovens will come across the pond, how they’ll be altered for American tastes, or what they’ll cost, it’s still exciting news for American foodies.

Brockmann also couldn’t say whether the new products would be sold under the Electrolux or Frigidaire brands, adding that precise positioning depends on a number of factors including the price point.

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