As InSinkErator gears up for the August launch of its Next Generation of food waste disposers, Ashley Munden gives Nicola Hanley the low-down on the new range.
Food waste disposers might not be the most glamorous of items within the kitchen, but they are becoming an increasingly important product category. “People are more interested in food waste disposers than a few years ago,” says Ashley Munden, MD, EMEA, at InSinkErator. “It’s a subject people are more engaged with now and we find retailers are taking it much more seriously.”
Munden says that in the US, which is InSinkErator’s home market, about 52% of properties have a food waste disposer, while in the UK, that figure is closer to 10%. It’s providing the manufacturer and its retailers with fresh opportunities. “Consumers are having to behave differently in their kitchens now. Today a food waste disposer isn’t just a product that’s nice to have – it’s one that makes a real difference,” Munden says. “I see the popularity of disposers just growing now. And as it doesn’t replace another product, it’s a brand-new sale for retailers.”
While changing consumer behaviour and growing awareness around food waste is positively impacting the disposer category, InSinkErator is looking to drive the conversation even further with the launch of its Next Generation range.
“We invented this product around 97 years ago so consumers expect us to be leading this category when it comes to technology,” says Munden. “As a manufacturer we have to make sure we’re continually developing our products so they meet the needs of our demanding customers. We can’t rest on our laurels, we have to get better.”
The new Next Generation disposers are more powerful than products within InSinkErator’s existing domestic ranges. They feature a 1 horse power motor, which was previously reserved for its commercial installations, Multigrind Technology to deal with tougher scraps quickly and efficiently, and SoundSeal Technology to keep noise to a minimum. The units are also designed to be more compact – the overall diameter is now 20.9cm as opposed to 23.4cm – to suit kitchens of all sizes, they're easier to install and more aesthetically pleasing. “For us the message is that the best disposer just got better. We’re trying to make sure our products meet the needs of our customers. Of course, if the consumer is happy, the retailer is happy. Retailers have allegiances to brands but they need happy customers.”
To support the August launch, InSinkErator has invested a 6-figure sum in creating a new campaign. It includes a new brochure, which Munden describes as “the most attractive and informative brochure I’ve ever seen”, new POS, videos and social media content. “The new campaign is very colourful, engaging and bright. We want to connect with our customers in a fun way. It’s a very visual, colourful campaign and I’m really excited about it.”
While Next Generation is one of InSinkErator’s most significant launches to date, Munden says the manufacturer isn’t sitting still and is already looking at what’s next. “We have a new product plan so we’ll continue to add to the hot water tap side of the business and that’s an area we’ll develop alongside our disposers. We won’t stop with Next Generation and we look forward to sharing new products in 2025.
"As a manufacturer, we’ve never stopped investing in the business and we’ve never taken our foot off the gas and I think that’s what you have to do, even in challenging markets. You have to continue investing in your customers.”
