De’Longhi Group Announces Expansion of Successful Braun Household Kitchen Collection with New Color and Categories

Award-Winning Household Brand to Release Powerful New Blenders, Innovative Hand Mixer and Distinctive Coffee Products to Meet any Kitchen Challenge for all Life Moments

De'Longhi Group Announces Expansion of Successful Braun Household Kitchen Collection with New Color and Categories (Photo: Business Wire)

UPPER SADDLE RIVER, N.J.--()--De’Longhi Group announces the highly anticipated expansion of its recently launched Braun Household collection of products. Braun continues to challenge the status quo by improving upon the performance and engineering of it products. With the introduction of a new line of powerful blenders and new product categories, the brand offers consumers even more ways to meet their food prep and coffee needs. From making healthy-homemade baby food, smoothies and soups to brewing your fresh morning coffee and crafting effortless baking creations, Braun continues to conquer the expected in the kitchen.

With a long-standing and highly regarded design heritage dating back over 90 years, Braun products are performance-driven and stylish. Building upon the success of the brand’s launch in North America in the fall of 2016, Braun introduces its most powerful countertop blender yet: the Braun PureMix Power Blender. PureMix Power ups the ante with 1,000 watts of power for blending ice and all of your toughest ingredients. In line with the glossy all-white kitchen design trend, the Braun PureMix Power Blender is now available in a stunning, high gloss white finish with stainless accents in addition to the glossy black and stainless that is a Braun mainstay. Along with the blender, Braun also will continue to set the bar in the home coffeemaker space in 2018 with a new Braun BrewSense Coffee Maker in a complimenting high glossy white as well. They are the perfect pair to show off on your countertop. Braun will take its drip coffee offering to the next level with the introduction of the new all stainless Braun BrewSense Coffee Maker with Touch Screen. This new coffee maker offers a sleek touch screen interface and introduces faster overall brew time, three coffee modes (fast, regular and bold) and a freshness indicator that provides options for the best tasting, best quality drip coffee possible.

Braun will also release an extension to its highly successful hand blender line, the Braun MultiQuick 5 Baby. This hand blender kit includes everything you need to get started making homemade, fresh baby food for your little one, while allowing you to make great food for the rest of the family as well. Additionally, the new MultiMix Hand Mixer is the first category extension for Braun since 2016. Its game-changing feature set will expand the uses of the hand mixer for the home baker for easy beating, whipping and dough making. To round out the coffee category, Braun introduces a new, sleek Burr Coffee Grinder with multiple grind settings for every type of coffee from French Press, drip to espresso. These new products will debut at the 2018 International Home + Housewares Show in Chicago, Illinois from March 10-13, 2018.

“We are thrilled to introduce these new category-defining Braun household products in North America this year,” said Mike Prager, De’Longhi Group NA’s President and CEO. “The new introductions offer consumers the ability to power up their creativity in the kitchen with innovatively engineered products that well represent the heritage of Braun. As we grow the Braun brand, we continue to tap into consumers’ insights so we can provide them with the ultimate kitchen experience by transforming complex into simple.”

The PureMix Power Blender is Braun’s most powerful countertop blender, now with 1,000 watts of ice crushing, blending power for ultimate blending performance. The Metal Power Drive with all metal gearing provides more durability and gear engagement while blending. The Smooth Crush blade system and PowerAssist technology provides optimal blending results for the ultimate in powerful performance, while three pre-set blending programs (smoothie, chop and ice crush) simplify kitchen tasks with the touch of a button. The removable blades allow for easy cleaning and simple reassembly. You can also blend right in the Smoothie2Go cups, included with specific skus, for ease of cleanup and convenience to take it with you wherever you go.

The PureMix Power Blender will be available in April 2018 in six models:

  • Black with plastic jug, 2 speeds, 1 program, and pulse at $79.95 and at $89.95 with 1 Smoothie2Go attachment
  • Black and stainless steel with glass jug, 3 speeds, 3 programs, 3 pulse speeds at $99.95 or $119.95 with 2 Smoothie2Go cups
  • White and stainless steel with glass jug, 3 speeds, 3 programs, 3 pulse speeds at $99.95 or $119.95 with 2 Smoothie2Go cups

The MultiQuick 5 Baby is the perfect tool for preparing fresh, wholesome food for infants and the whole family – with more power and versatility than traditional baby food blenders on the market. The global leader in hand blender technology, Braun has packed the MultiQuick 5 Baby with 350 watts of power, two speed settings to customize food texture to baby’s age, and an added milling blade that delivers smoother, finer results for the perfect baby food purée. The MultiQuick 5 Baby comes complete with a beaker and lid, a 1.5Cup chopper attachment with EasyClick system that is ideal for preparing small portions, a BPA-free freezer container (for storing and freezing multiple portions), and a spatula.

The MultiQuick 5 Baby will be available in April 2018 at $59.99.

Braun’s BrewSense 12-Cup Drip Coffee Maker features a glass FlavorCarafe that seals in the fresh flavor by minimizing air exposure. The unique PureFlavor system makes your coffee at exactly the right temperature and brewing time to extract the best flavor and aroma. With a 24-hour programmable timer and automatic drip stop, you can enjoy your coffee whenever you like it. Leading the way with the high gloss white kitchen design trend, the new BrewSense is available in a beautiful, premium glossy white finish with stainless accents. In addition to the high gloss white finish, the BrewSense line will also see an introduction of the Braun BrewSense Coffee Maker with Touch Screen, which provides a faster brew time delivering a full pot in under 10 minutes. The sleek, touch screen interface features three brewing modes to choose from, Fast, Regular or Bold. It will also include a freshness indicator, large, easy to read clock and Braun’s BrewPause System so you can enjoy a fresh, cup of coffee anytime during the brewing process.

Braun BrewSense 12-cup Drip Coffee Maker will be available in April 2018 at $79.95. The Braun BrewSense Coffee Maker with Touch Screen will be available in September at 129.95

For effortless baking creativity, the MultiMix Hand Mixer marks the triumphant return of Braun Household to the hand-mixer category. The differentiator in the MultiMix Hand Mixer is the motor. It provides 350 watts of power, 50% more power than leading competitors. Additionally, it is designed and positioned vertically, keeping the weight directed into the bowl and offering 50% less effort while mixing. This premium motor also allows Braun to eliminate the vents on the hand mixer body keeping powder-like baking materials out of your motor and providing easy clean-up. Offering true one-handed operation, the MultiMix is engineered with a variable speed control function to easily change the mixing speed with a spin dial for easy mixing. The mixer includes two stainless steel beaters, dough hooks, storage bag and an extra-long cord for added mobility.

The MultiMix Hand Mixer will be available in September 2018 at $69.99.

Perfectly paired with the BrewSense coffee maker line, the Braun Burr Grinder allows for freshly ground beans with every pot of coffee. The new Braun Burr Grinder features nine main and six intermediary grind settings for every type of coffeeincluding drip, espresso and French Press. The professional burr grinder technology avoids overheating and provides consistent and uniform coffee bean grinding results. A removable coffee ground container can grind up to 12 cups of whole beans and allows you to pour the right amount directly from your grinder to your coffee maker. All the controls are located at the top of the machine, for convenient and easy operation. The round shaped container and non-stick materials avoid messy grounds on the countertop and make cleaning easy.

The Braun Burr Grinder will be available in September 2018 at $69.99.

The new Braun introductions will be supported by an array of marketing activities including public relations, media support, retail promotions, integrated partnerships, online content, recipes, and a digital campaign. “Braun Household has grown tremendously as a brand since its launch in North America two years ago, said Maria Colon, VP Marketing for De’Longhi North America. “And we’re committed to continue developing meaningful innovation in the kitchen for home cooks that address our consumer needs with a dynamic marketing campaign. This campaign spotlights culinary resources across our social channels to ensure that our customers continue to conquer the expected in the kitchen.”

Founded in 1921, Braun developed a unique product design approach founded on simplicity, purity and functionality that made the user experience completely intuitive. Years later, under the visionary eye of design legend Dieter Rams, Braun developed a Bauhaus-inspired, functional product design that established a new standard for industrial design and catapulted the brand even further to global prominence. Over the years, Braun has always kept a tight focus that can be seen in the German engineering and guaranteed reliability that infuse all of the brand’s product lines, from personal care to the newly redesigned North American household products.

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De’Longhi Group

The De’Longhi Group is based in Treviso, Italy and is on the forefront of the small domestic appliance category with a range of premium products under three internationally renowned brands; De’Longhi, Kenwood and Braun. The De’Longhi Group is committed to continuing their mission to create exceptional products that improves the lives’ of the consumer through innovative technologies and unparalleled design.

The Braun Brand

Founded in Frankfurt, Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry innovation, thoughtful design and reliability. The global leaders in hand blenders, Braun developed the first hand blender with Smart Speed technology, a simple and intuitive speed control that offers new possibilities in creative cooking. Building on more than 90 years of design and innovation, the brand remains committed to designing products with superior performance that make life easier, more convenient and enjoyable in the kitchen. The De’Longhi Group acquired the perpetual license of the household division in fall 2012. Visit for the latest news and in-depth information about the Braun brand.


Sara Blatchford, 212-445-8453


Sara Blatchford, 212-445-8453