Whirlpool Presents a New Era in Hob Cooking

Whirlpool has announced the introduction of a new SmartCook induction hob, which offers a revolutionary assisted-cooking experience that makes creating delicious dishes beautifully simple. The SmartCook hob brings together the most advanced 6th Sense® technology with a unique modern design and, for the very first time, includes built-in culinary expertise, through an intuitive touch interface that guides the user every step of the way to perfectly cooked food.

Whether you are an absolute beginner looking for a bit of guidance in your cooking, or a master chef needing an extra pair of hands in your kitchen, it’s always great to have a bit of assistance. That’s where the new Whirlpool SmartCook induction hob is changing the game with a revolutionary, assisted-cooking experience that makes the art of cooking pleasurable and instinctive.

In addition, the entire hob’s surface can be used for cooking, with a completely flexible surface ideal for large pans, or multiple pans of varying sizes and shapes. The induction hob automatically detects cookware that is placed anywhere on the hob, and targets the energy exactly where it is needed.

With an elegant, premium design and intuitive, touch sensitive, controls that are seamlessly integrated into the entirely flat surface, the new SmartCook hobs present a dash of contemporary elegance to blend with a variety of kitchen styles.

The integrated smart technology offers a whole new level of advanced features and intuitiveness for an even more effortless experience. With 40 programmes and step-by-step recipe guidance, thanks to the innovative 6th Sense® technology; all you need to do is select the type of food you want to cook, and the preferred cooking method such as steam, grill or fry.  SmartCook brings the pan to the correct temperature and advises you on the right steps to follow, while maintaining the exact temperature for perfect results, giving you a truly enjoyable cooking experience.

A new qualitative research project conducted by Whirlpool has discovered that cooking trends in the UK are evolving to accommodate new experiences such as a wider range of gastronomic choices and healthier eating trends.1 The study revealed the UK’s multicultural nature; the culture of eating out; the rise of food as a way of maximising people’s lifestyles and the popularity of the celebrity chef have all exposed consumers to a wide variety of different cuisines and ingredients that they want to replicate at home. This has contributed to a cultural shift that sees the preparation of food in the UK as an arena for pleasure, and an opportunity for experimentation and discovery.

With this research in mind, Whirlpool’s dedication to understanding and meeting the present and future needs of the consumer has led to the development of innovating technologies, such as the new SmartCook hob, which offers a wide range of pre-programmed recipes that makes creating those delicious dishes beautifully simple.

Jennifer Spragg, Senior Brand Manager, Whirlpool, says: “With SmartCook you can release your inner chef and create the food that you only dreamed of eating at home, easily, day in, day out. With the precise control, achieved by 6th Sense® and intuitive smart technology, SmartCook offers a whole new way of cooking.  Having a SmartCook induction hob in the kitchen is like getting help from an expert chef who perfectly anticipates your needs. With less need to watch the pots, and less guesswork, you can focus on being even more ambitious, or simply relax more when cooking.

“By combining the advanced performance of an induction hob, with SmartSense programmes, and temperature sensors that monitor the cooking process with precision, the SmartCook hob is even more responsive and intuitive, making it considerably easier to perfect a range of cooking techniques, and embrace creativity in the kitchen.”

Key features and benefits of the Whirlpool SmartCook hob:

  • SmartAssist provides step-by-step guidance to perfect dishes. With 40 programmes and step-by-step recipe guidance thanks to 6th Sense® technology, just select the type of food you want to cook and the preferred cooking method e.g. steam, grill or fry.  SmartCook brings the pan to the correct temperature and advises you on the right steps to follow, whilst maintaining the exact temperature for perfect results and an enjoyable cooking experience.
  • FlexiFull is a completely flexible induction cooking surface for endless freedom, and enables you to place pots and pans of any size and shape, controlling them with just one touch, for endless freedom.
  • TextDisplay; intuitive, clear and elegant, the new SmartCook range includes assisted touch display technologies, presenting features and setting options with perfect clarity. The interactive display provides full assistance to create the ideal recipe every single time and to ensure unfaltering cooking results.
  • iXelium coated, the scratch resistance surface is easy to clean for an everlasting shine.  A tough, advanced, nanotechnology glass treatment covers the entirety of the surface, keeping the cooktop surface stain and scratch-free for lasting beauty.

For more information on the new Whirlpool SmartCook hob range, and your nearest stockist, visit the website at www.whirlpool.co.uk


Image captions:

1. The new ground-breaking SmartCook induction hob offers pre-programmed recipes, temperature sensors, and the flexibility to cook anywhere on the hob, for the ultimate easy cooking experience.

Note for editors:

1 Whirlpool conducted qualitative interviews in the UK, France, Italy and Poland in February 2016. Women and men (25-50 years old) were interviewed in their homes. Research Institute: People – the research partner, Italy.

The Whirlpool brand is part of Whirlpool UK Appliances Limited. Superior performance, intuitive technology, and cutting-edge design are the key pillars of the Whirlpool brand, achieving industry and consumer recognition for its collection of intelligent 6th Sense appliance technology.

About Whirlpool UK Appliances Limited:

Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. Whirlpool UK Appliances Limited is the only white goods manufacturer in the UK to operate its own independent service and logistics operations.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: http://www.registermyappliance.org.uk/

About Whirlpool Corporation: Whirlpool Corporation is the number one major appliance manufacturer in the world, with approximately $20 billion in annual sales, 100,000 employees and 70 manufacturing and technology research centers throughout the world in 2014. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in more than 170 countries. In Europe, Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s European Operations Centers are located in Comerio (VA), Italy. Additional information about the company can be found at WhirlpoolCorp.com. or following us on twitter @WhirlpoolCorp

For further press information and images please contact:

Jacqueline at jmm PR

Tel: 01536 414555

Email: jacqueline@jmmpr.co.uk

18th August 2016



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