Whirlpool UK Achieves 50 Per Cent Reduction in General Waste

Whirlpool UK Appliances Limited, the home of Hotpoint, Indesit, Whirlpool and KitchenAid brands, has announced the appointment of Axil integrated Services in a multi-million-pound contract. This follows a highly successful previous partnership with the waste management firm that saw the manufacturer achieve a 50 per cent reduction in general waste and achieve its zero waste to landfill by 2022 pledge at Whirlpool sites in Peterborough and Yate.

The manufacturer’s re-appointment of Axil highlights Whirlpool UK’s ongoing commitment to its sustainability goals, including its Net Zero 2030 target for its Scope 1 and 2 emissions. To date, the waste management expert has already supported Whirlpool UK in reducing its plastic usage by 80 per cent, as well as an overall reduction in general waste by 50 per cent – approximately the weight of a double-decker bus each month. In addition, Axil has saved the company 1,800 in manual hours by introducing machinery for waste movements and processing.

KitchenAid new colour

Beetroot, a rich magenta is the KitchenAid brand’s 2022 new colour of the year. A KitchenAid, have always championed the power of colour to fuel creativity, – said Carley Smith, the senior marketing manager -. Beetroot is no different. This energizing and uplifting hue invites adventurous cooks of all skill levels to make every day more vibrant by feeding their insatiable appetite for new experiences in the kitchen and beyond.

Among the KitchenAid’s small appliances available in beetrot colour, we can find: the K400 variable speed blender and the Artisan series stand mixer. On the surfaces of these products the rich magenta is made more precious by a lush satin finish.

Looking at the outside of the beet, you’d never know the brightness concealed within – said Jessica McConnell, director of finish and material design for Whirlpool Color -. When sliced open, it reveals extraordinary vibrance inside. The rich magenta with lush satin finish makes every day more vibrant with a pop of energizing colour


Mixers, choppers and blenders without cord are the practical proposal of KitchenAid that with its Cordless Collection offers the possibility to cook everywhere, in a new free way, and using appliances characterized by original and appealing look. Designed with a rechargeable lithium-ion battery, the new Cordless Collection delivers optimal run time and performance. The Collection includes seven colors variants of choppers, hand mixers and hand blenders.
The cordless chopper chops, mixes and purees without limitations, from any counter or tabletop in the kitchen: it chops up to 40 onions on a full charge 2 and features 2 speed settings. The KitchenAid cordless hand mixer, instead, makes up to 200 cookies on a full charge 3 and has 7 speeds to stir, mix and whip recipes. Finally, the cordless hand blender is able to blend 25 bowls of soup on a full charge. It also features variable speed trigger switch for flexibility and control and a 4-point stainless steel blade.

Kitchen Aid Espresso

New product from Kitchen Aid espresso machine. «It’s a semi-automatic espresso machine paired with a grinder – – This product allows our customers to make an authentic espresso at home.»
What makes this machine stand out is a first to market dual sensor system that takes temperature readings at the point of initial water intake as well as when the water is output. This helps to assure the perfect temps for great espresso.

KitchenAid makes its Stand Mixer further more customizable

Many versions and colours are already available of the most of KitchenAid small appliances. But the company wanted to offer further nice opportunities to its customers and presented a system to engrave the trimband of its Stand Mixer with a special message. This is an added option to the possibility to select colour and bowl, already offered by the brand.
So now everyone can create a unique stand mixer by choosing colours, engraving the trimband and selecting from several unique bowls to complement design. The Stand Mixer customization tool is available in the U.S. at KitchenAid.com/custom.
The new on-line tool allows customization of an iconic kitchen staple for over 100 years. There are 30 colours to choose from, 14 bowl options and 10+ attachments to create a truly unique stand mixer
«As the heartbeat of every home, the kitchen is the place where makers showcase their passion – said Nikki Lockett, U.S. Marketing Leader for KitchenAid Small Appliances. – With the ability to personalize the trimband with messages or add a custom bowl, KitchenAid is giving those another opportunity to showcase their creativity in the kitchen.»
Stand Mixer is available in 30 colour options such as Blue Velvet, Pistachio, Contour Silver and the classic Empire Red. It can be completed with different bowl styles, a variety of beautifully designed chip-resistant ceramic bowls, traditional or quilted stainless steel. New 5 Quart Ceramic Bowls released in 2019 include White Mermaid Lace, Confetti Sprinkle, Great Valley and more.
The latest news, the opportunity of engraving the trimband, allows to express any kind of message, such as greetings or congratulations for a birthday, graduation, wedding…but also a personalized note, a special message or commemorate an important life moment. The engraving, up to 24 characters, will be located prominently on the trimband.