ATAG’s Annual House Show Reveals UK Collection for 2010

ATAG, the premium Dutch built-in brand, gave a glimpse of the new appliances coming to the UK in 2010. Throughout October the company opens its showroom doors to all its customers, kitchen specialists and the media from around the world, at its headquarters in Duiven, Holland.

Graham Gleave, National Sales Manager ATAG UK said: “The House Show is always exciting and very special event with the first viewing of the new products. This year’s theme was ‘Back-Stage’, giving a very theatrical and dramatic backdrop to the launch of the new products for 2010.

“This is a superb opportunity not only to give our Kitchen Specialist partners the opportunity to see the company and the new products first, it also gives us a chance to thank them for all their support throughout the year. After spending time at the headquarters we all enjoyed a day in Amsterdam taking in the views of the beautiful city by boat!”

ATAG has a raft of products coming to market in 2010 including a new range of low profile stainless steel and graphite black gas hobs with the company’s advanced signature A+ burners. However, the star features not only include the extended pan supports to maximise the cooking area but super new electronic technology. For the first time ATAG introduces ‘Easy Flame Control’, a new electronic system which means you simply turn the control as you would for an electric hob. This eliminates the tedious task of turning the control knob and holding down until the burner ignites. Cleverly, if you need to turn any or all of the burners off quickly, just press the illuminated button on the control panel and it cancels cooking, turning off the gas to all burners instantly!

A new range of induction hobs is planned for early 2010 with Iris Slide Control®, a unique and intuitive method of setting each induction zone. Sliding a finger tip in a clockwise direction around the designated control activates the induction zone. An LED indicator feeds back the setting and any additional functions selected from one of the twelve settings, to automatic programmes and boost. Uniquely ATAG brings to market, ahead of regulations, induction with lower energy consumption through its low stand-by capacity. The new induction hobs will be available in a variety of formats including the luxury MAGNA styling or frameless for seamless integration into granite and composite worktops, and capacities with up to five zones with the power to wok!!

New restyled ovens join the range introducing a 65 litre single oven with unique ‘double’ oven flexibility. The generous capacity can be used in its entirety, or should you wish to use the oven for two different dishes requiring different temperatures and settings then using a clever divider the compartment can be divided into two; otherwise simply use one half of the oven for a single dish and save energy. The new ovens have twin fan systems, lighting and controls.

The Max Series of compact ovens have had a makeover and been updated in line to match the new oven series with new controls and displays. A useful new 140mm high plate warming and storage drawer has been added to complement the 460 mm range of compact ovens.

New integrated dishwashers boast more capacity and economy. Place settings of 14 and 17 will be available and use just 9.9 litres of water in a standard programme at a whisper quiet 43dB (A).

Finally, a new design of contemporary top-of-the-range American-styled side-by-side refrigeration is coming soon. Clad in stainless steel or finished in Graphite Black these large and luxurious models boast an A+ energy rating.

For more information on all new products and how the Kitchen Specialist can become involved in this emerging and highly specialised premium built-in brand contact ATAG UK on 0208 247 3993.


Image captions: ATAG headquarters, Duiven, Holland and home of the annual house show.

3rd November 2009

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JM Marketing
Jacqueline or Sarah
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